Status construction in virtual brand communities: A virtual identity approach

Status has traditionally rested on characteristics such as possessions and appearance. Inside virtual brand communities (VBCs), many of these characteristics are less observable, controllable, and verifiable, yet consumers compete for status and brands profit from it. Drawing on status construction theory, we develop three virtual status values (i.e., avatar distinctiveness, label affirmation, and exclusive access prestige) and the perception they jointly generate: virtual status perception. Studies 1a-1c develop and validate measurement scales for these four constructs; Study 2, with a sample from three countries (N = 769), tests a structural model in which the three values predict virtual status perception, which in turn predicts brand status. The study finds that status can be built from digital characteristics, and this self-status elevates brand status. This extends status construction theory to digital contexts, develops the conceptual understanding of virtual status, and identifies three levers for building status without relying on offline components.