Table 1. Participants’ overview No....

Table 1.

Participants’ overview

No.	Gender	Age	Brands discussed	Online brand community	Community switching
1	Male	25	McVitie’s	Friendly	No
2	Male	32	McDonalds, KFC, Burger King	Unfriendly	No
3	Female	22	Kit Kat, Cadbury	Friendly	No
4	Male	40	Boots	Friendly	No
5	Female	35	Boohoo, Ben Sherman	Friendly	Yes
6	Female	22	Weetabix	Friendly	Yes
7	Female	23	Shell, BP	Unfriendly	No
8	Male	28	Sky, Philip Morris	Unfriendly	No
9	Male	42	Sports Direct	Friendly	Yes
10	Male	22	Maltesers, Britvic	Friendly	No
11	Female	28	Dove	Friendly	Yes
12	Female	23	Shell, ExxonMobil, BP	Unfriendly	No
13	Male	28	Tesco, Argos, Sainsbury’s	Friendly	Yes
14	Male	25	Ben Sherman	Friendly	No
15	Male	31	Lloyds Bank	Unfriendly	Yes
16	Male	30	Gillette, Argos, Halfords	Unfriendly	No
17	Male	33	KFC	Unfriendly	No
18	Female	26	Burberry	Friendly	Yes
19	Female	26	Dove	Unfriendly	No
20	Female	31	Boohoo, H&M, Primark	Unfriendly	No
21	Male	36	Facebook	Unfriendly	Yes
22	Female	29	Burberry	Friendly	Yes
23	Male	33	Barclays, Lloyds Bank	Unfriendly	No
24	Male	29	Vodafone	Friendly	Yes
25	Female	33	Lloyds Bank, Virgin Money, Barclays	Friendly	Yes

No.	Gender	Age	Brands discussed	Online brandcommunity	Communityswitching
1	Male	25	McVitie’s	Friendly	No
2	Male	32	McDonalds, KFC, Burger King	Unfriendly	No
3	Female	22	Kit Kat, Cadbury	Friendly	No
4	Male	40	Boots	Friendly	No
5	Female	35	Boohoo, Ben Sherman	Friendly	Yes
6	Female	22	Weetabix	Friendly	Yes
7	Female	23	Shell, BP	Unfriendly	No
8	Male	28	Sky, Philip Morris	Unfriendly	No
9	Male	42	Sports Direct	Friendly	Yes
10	Male	22	Maltesers, Britvic	Friendly	No
11	Female	28	Dove	Friendly	Yes
12	Female	23	Shell, ExxonMobil, BP	Unfriendly	No
13	Male	28	Tesco, Argos, Sainsbury’s	Friendly	Yes
14	Male	25	Ben Sherman	Friendly	No
15	Male	31	Lloyds Bank	Unfriendly	Yes
16	Male	30	Gillette, Argos, Halfords	Unfriendly	No
17	Male	33	KFC	Unfriendly	No
18	Female	26	Burberry	Friendly	Yes
19	Female	26	Dove	Unfriendly	No
20	Female	31	Boohoo, H&M, Primark	Unfriendly	No
21	Male	36	Facebook	Unfriendly	Yes
22	Female	29	Burberry	Friendly	Yes
23	Male	33	Barclays, Lloyds Bank	Unfriendly	No
24	Male	29	Vodafone	Friendly	Yes
25	Female	33	Lloyds Bank, Virgin Money, Barclays	Friendly	Yes

Source(s): Authors’ own work

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