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Oppositional loyalty and consumer identity: Brand communities and gaming
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School of Business |
Master's thesis
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en
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53
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The growth of online brand communities have increasingly allowed consumers to connect and share their consumption experiences of products and services with one another, particularly in such fields as video gaming. Such communities have become valuable topics of contemporary research for marketers within the field of consumer culture theory. Within such environments, the phenomena of oppositional loyalty and subcultural capital are increasingly relevant with regards to understanding the consumer brand loyalty. Oppositional loyalty occurs when a consumer selectively filters information regarding certain brands and products, strengthening existing positive sentiments towards preferred brands while affirming perceived negative traits of rivals.
This research seeks to understand how oppositional loyalty influences the behavior and consumption practices of members of online communities with overlapping brand presence. Oppositional loyalty is examined within the context of the GameSpot online video gaming brand community, where multiple brand loyalties are exhibited. The manner in which community members discuss rival brands and share their consumption practices within the online environment is a key area of focus. In addition, this research looks at the role of sharing and expression of consumption experiences in the identity creation of an online community member.
A netnography is used as the method of research, where ethnographic practices are applied to an online community environment. The brand community, its members and cultural practices are observed and discourse elements are analyzed. A total of 38 separate online discussions from the GameSpot community are analyzed.
This research finds oppositional loyalty as a possible contributor to community-wide tensions with regards to brand discussions and comparisons. Oppositional loyalty is seen as an influencer of and ultimately as a shaper of brand community culture where multiple rival brands are present.
This research contributes to existing research by showing that oppositional loyalty may have an influence on brand community structure and culture through brand preferences and discussions. Additionally, this research provides insight into how consumers perform identity work within an online brand community.