The "Harry Potter" Brand. Sense of Community, Attitudinal Loyalty, and Purchase Behavior

Inhaltsverzeichnis (Table of Contents)

• ACKNOWLEDGEMENTS
• SUMMARY
• PLAN SUMMARY
• LIST OF ABBREVIATIONS
• LIST OF TABLES AND FIGURES
• INTRODUCTION
• LITERATURE REVIEW
• THE HARRY POTTER PHENOMENON
• An Introduction to Harry Potter
• Harry Potter as a Worldwide Brand
• Reasons Behind the Success of Harry Potter
• A Good Product
• What Makes A Good Story?
• The Secret Ingredient
• The Story Behind the Author
• A Rags-To-Riches Profile
• J.K. Rowling As Brand Guardian
• The Marketing Tools
• Teasing And Scarcity
• Word-Of-Mouth And Online Buzz
• Brand Consistency
• The Role of the Internet and Other Technologies
• A Perfect Timing
• Technology For Marketing Tools
• Piracy And Other Limits
• The Power of Fans
• The Online Community
• Other Pottermania Activities
• Fans As Marketers, Influencers, Sellers And Buyers
• Harry Potter Today
• Pottermore
• The Wizarding World of Harry Potter
• Other Continuations
• SENSE OF COMMUNITY
• Early Studies
• A Definition and Theory by McMillan and Chavis
• Membership
• Influence
• Integration and Fulfillment of Needs
• Shared Emotional Connection
• Revisiting the Sense of Community Index (SCI-2)
• Types of Communities
• ATTITUDINAL LOYALTY
• Brand Loyalty
• Attitudinal Loyalty
• Affect
• Cognition
• Behavior
• PURCHASE
• CONCEPTUAL MODEL
• THE PROBLEMATIC
• THE HYPOTHESES
• THE FINAL MODEL
• METHODOLOGY
• TYPE OF RESEARCH
• A QUANTITATIVE STUDY
• Sampling
• The Questionnaire
• The Different Themes and Variables
• The Different Types of Questions and their Scales
• The Method Chosen to Collect the Information
• The Structure of the Questionnaire, its Length, and the Number of Items
• The Language of the Questionnaire
• The Limitations of the Questionnaire
• Response Rate
• PRETESTING
• After Pretesting
• Limits to Pretesting
• DATA ANALYSIS
• Frequency Analysis
• Reliability Analysis
• Multiple Regressions Analysis
• Regression Methods Used
• Levels of Regression
• DATA ANALYSIS
• DEMOGRAPHICS
• FREQUENCY ANALYSIS
• RELIABILITY ANALYSIS
• Reliability of Sense of Community
• Reliability of Attitudinal Loyalty
• Reliability of Purchase
• MULTIPLE REGRESSIONS
• At the Aggregate Level
• Regression of Affect
• Regression of Cognition
• Regression of Behavior
• Regression of Purchase
• Analysis and Summary of the Aggregate Level Regressions
• At the Group Level
• Regression of Affect
• Regression of Cognition
• Regression of Behavior
• Regression of Purchase
• Analysis and Summary of the Group Level Regressions
• MANAGERIAL IMPLICATIONS
• CONCLUSION
• FURTHER RESEARCH
• REFERENCES
• BOOKS
• ARTICLES
• INTERNET ARTICLES
• OTHER SOURCES
• Essays & Papers
• TABLE OF CONTENTS
• APPENDIX

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

The research evaluates the impact of a person's sense of community on their attitudinal loyalty and purchase behavior regarding the Harry Potter brand. The study aims to understand the relationship between a person's sense of belonging, their feelings and opinions towards the brand, and their actual purchasing decisions.

• The role of a person's sense of community in their attitudinal loyalty to the Harry Potter brand.
• The impact of shared emotional connection within a community on a person's feelings and opinions about the Harry Potter brand.
• The relationship between attitudinal loyalty and purchase behavior.
• The influence of behavioral intentions on purchase behavior among Harry Potter fans and non-fans.
• The significance of affective and cognitive dimensions of attitudinal loyalty on purchase behavior.

Zusammenfassung der Kapitel (Chapter Summaries)

The literature review provides a detailed overview of the Harry Potter phenomenon, examining its success from various perspectives, including the quality of the story, the author's role, marketing strategies, and the influence of fans. It explores the concept of sense of community, defining its key dimensions and their impact on individual behavior. Additionally, the chapter analyzes the different aspects of attitudinal loyalty and purchase behavior. The conceptual model presents the research question, proposes two propositions, and outlines the hypotheses to be tested. The methodology section details the research approach, sampling strategy, questionnaire design, and data analysis methods. The data analysis chapter analyzes the collected data, examining demographics, frequency distributions, reliability, and multiple regression results. Finally, the study concludes with managerial implications and suggests areas for further research.

Schlüsselwörter (Keywords)

The primary focus of this research is on the relationship between sense of community, attitudinal loyalty, and purchase behavior regarding the Harry Potter brand. Key themes include the impact of shared emotional connection on attitudinal loyalty, the role of behavioral intentions in purchase decisions, and the influence of affective and cognitive aspects of loyalty on purchase behavior. The study also explores the differences in these relationships between Harry Potter fans and non-fans.