Explaining behavior in brand communities: A sequential model of attachment, tribalism, and self-esteem
作者：
Highlights：
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• MMORPG player communities mirror characteristics of brand communities.
• As with brands, attachment with MMORPGs engenders tribal bonds among players.
• Tribalism boosts self-esteem and thus, behaviors that support the community.
• Virtual product purchase, player recruitment, and word-of-mouth ensue.
• This study highlights player socialization and brand tribes in MMORPG communities.
摘要
•MMORPG player communities mirror characteristics of brand communities.•As with brands, attachment with MMORPGs engenders tribal bonds among players.•Tribalism boosts self-esteem and thus, behaviors that support the community.•Virtual product purchase, player recruitment, and word-of-mouth ensue.•This study highlights player socialization and brand tribes in MMORPG communities.
论文关键词：Behavioral intentions,Brand attachment,Brand tribalism,MMORPGs,Online communities,Self-esteem
论文评审过程：Received 15 April 2015, Revised 9 October 2015, Accepted 12 October 2015, Available online 12 November 2015, Version of Record 12 November 2015.
论文官网地址：https://doi.org/10.1016/j.chb.2015.10.009
