Consumers
[ABSTRACT READ IN FULL at the OpenAlex work record, reconstructed from its deposited inverted index. FULL TEXT NOT READ: OpenAlex records it closed, oa_status 'closed', with no repository copy] He, Y., Chen, Q., Lee, R. P., Wang, Y., & Pohlmann, A. (2017). 'Consumers' Role Performance and Brand Identification: Evidence from a Survey and a Longitudinal Field Experiment.' Journal of Interactive Marketing, 38(1), 1-11. doi:10.1016/j.intmar.2016.11.001. ADDED ON THE CLOSING PASS OF 2026-10-21 FOR ONE REASON: it is the only other study in this literature whose title claims a brand-community field experiment, and a later agent who finds it will ask whether the article's spine has broken. It has not. The design combines 'one cross-sectional survey conducted with members of two online brand communities' with 'one longitudinal field experiment with consumers in a new online brand community'. The outcomes are 'consumers' in- and extra-role behaviors' and 'brand identification', driven by self-competency, self-belongingness and self-autonomy, with the result that 'self-competency motivates both in- and extra-role behaviors, self-belongingness only increases less involved in-role behaviors, and self-autonomy only affects more involved extra-role behaviors'. THERE IS NO PURCHASE, REVENUE OR SPENDING MEASURE ANYWHERE IN THE ABSTRACT. It is a field experiment about what makes members participate and identify, not about whether membership makes them spend, and it must never be described as the latter. Algesheimer and colleagues 2010 remains the only randomised test of community participation on commercial behaviour we have found.
[ABSTRACT READ IN FULL at the OpenAlex work record, reconstructed from its deposited inverted index. FULL TEXT NOT READ: OpenAlex records it closed, oa_status 'closed', with no repository copy] He, Y., Chen, Q., Lee, R. P., Wang, Y., & Pohlmann, A. (2017). 'Consumers' Role Performance and Brand Identification: Evidence from a Survey and a Longitudinal Field Experiment.' Journal of Interactive Marketing, 38(1), 1-11. doi:10.1016/j.intmar.2016.11.001. ADDED ON THE CLOSING PASS OF 2026-10-21 FOR ONE REASON: it is the only other study in this literature whose title claims a brand-community field experiment, and a later agent who finds it will ask whether the article's spine has broken. It has not. The design combines 'one cross-sectional survey conducted with members of two online brand communities' with 'one longitudinal field experiment with consumers in a new online brand community'. The outcomes are 'consumers' in- and extra-role behaviors' and 'brand identification', driven by self-competency, self-belongingness and self-autonomy, with the result that 'self-competency motivates both in- and extra-role behaviors, self-belongingness only increases less involved in-role behaviors, and self-autonomy only affects more involved extra-role behaviors'. THERE IS NO PURCHASE, REVENUE OR SPENDING MEASURE ANYWHERE IN THE ABSTRACT. It is a field experiment about what makes members participate and identify, not about whether membership makes them spend, and it must never be described as the latter. Algesheimer and colleagues 2010 remains the only randomised test of community participation on commercial behaviour we have found.
Written from the aBSTRACT READ IN FULL at the OpenAlex work record, reconstructed from its deposited inverted index. FULL TEXT NOT READ: OpenAlex records it closed, oa_status 'closed', with no repository copy.
What our sources record
Recorded when this source was checked, figures included, with page references and quotation marks removed.
Role Performance and Brand Identification: Evidence from a Survey and a Longitudinal Field Experiment.' Journal of Interactive Marketing, 38(1), 1-11. doi:10.1016/j.intmar.2016.11.001