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Individual Differences In Participations Of A Brand Community: A Validation Of The Goal-Directed Behavior Model, Badri Munir Sukoco
Individual Differences In Participations Of A Brand Community: A Validation Of The Goal-Directed Behavior Model, Badri Munir Sukoco
The South East Asian Journal of Management
Previous studies have been neglected the behavior of the owners who are non-members when discussing brand community (BC), even though they are substantially larger. This study purposely discuss what are the differences between the two by using model of goal directed behavior (MGB) and uses the findings as a way to recruit non-members in BC activities. This study also proposes some refinements to the original concept of MGB. This survey-based study, conducted with 201 active members and 226 non-members of a motor club in Indonesia, employs structural equation modeling methodology which supports the proposed model. The findings suggest that non-members …