![]() One issue was noted with the construct of brand identification. An examination of the results of the pilot study revealed that the fifty-eight items measuring the ten constructs showed evidence of reliability. The fifty-eight items were tested in a pilot study with a convenience sample (n = 113). Fifty-eight items were judged to have content validity. ![]() One hundred twenty-four items in total were utilized to measure the ten constructs, and a three-step ad hoc content analysis was conducted by two marketing academics, two expert methodologists, and the author of this research. Using Churchill's (1979) guidelines for creating better marketing measures, ten constructs for testing the model of consumer participation in a sport brand community were identified. A hypothesized model of the relationships among four antecedents (brand knowledge, brand satisfaction, brand identification, and sense of sport brand community (sense of sport brand community is composed of membership and geographic sense of community) and three consequences (brand loyalty, brand image, and behavioral intentions (behavioral intentions is composed of attendance, purchase, and word of mouth) of a sport brand community is proposed. causes) and consequences (e.g., outcomes) of consumer participation in a sport brand community. The purpose of this research is to identify and better understand the relationships among the antecedents (e.g. In order to investigate the outcomes of brand communities, we must better understand the process of introducing and developing sport brand communities. As such, the impact of such communities with sport brands is not well understood. While brand communities are a popular research topic in the business literature, the sport field is only in the beginning stages of applying this idea. In the business literature, these communities are called "brand communities" (McAlexander, Schouten, & Koenig, 2002 Muniz & O'Guinn, 2001). The co-consumption of sports and brands often brings people together (Bale, 2003 Bouet, 1966 Brown, Kozinets, & Sherry, 2003), and consumers of the same sport or brand often form a community. The importance of sports and brands (e.g., New York Yankees, Harley-Davidson, Apple) in today's society is well-documented. It focuses on the motivations of users to play the game, engage in communal relations, nature of these relations and how the game and consumers alter their values regarding “style”, “ideal beauty” and perception of “diversity”. This study aims to analyse the value and culture shaping relations between Covet Fashion, a mobile game application for shopping and dress up, and its users through the established in-game and Facebook based communities. As a result, a dynamic, value shaping relationship forms between the brand and consumers through online experiences. With the formation and broadening popularity of online social communities, brands also gain the opportunity to communicate directly with their customers. When the shared interest is a brand, individuals recognise the existence of others from different parts of the world and collectively engage in the establishment of a communal identity around the favoured brand. Increased use and ownership of social media accounts result in more content sharing and creation by the consumers while bringing similar interests together through online interactions. ![]() In the current digital age, Internet allows connection beyond geographic boundaries and time limits.
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