Antecedents and consequences of children's brand community participation: a replication and extension study

Brand communities are a popular tool brands use to develop relationships with customers. Bagozzi and Dholakia's (2006) seminal article provides one model to explain participation in these brand communities. This research replicates and extends this model to the demographic of children. Results show that most relationships reflected those observed in the original study, however, some distinct differences were found. Findings highlight that adult-orientated brand community models may not be suitable to explain all child-members' attitudes and behaviors in brand communities.