The purpose of this study is to explain how online brand communities work to support the denormalization of controversial (i.e. illegal yet normalized) gaming practices.,This qualitative study was characterized by long-term immersion in an online brand community for Brazilian Xbox gamers. The dataset includes online and offline interactions with community members, interviews, and online archival data.,This study shows how online brand community members promoted legal gaming in a market where piracy was prevalent. It demonstrates how community members worked to establish coherence; engaged in cognitive participation; developed collective action that extended beyond the community; and reflected on their own work.,This study identifies online brand communities as a potential ally in combating controversial practices in online gaming; complements individual and behavioral approaches in explaining why consumers adopt controversial practices in online environments; and adds a normalization framework to the toolkit of Internet researchers.,This study identifies ways in which the potential of online brand communities can be leveraged to reduce consumer adherence to controversial gaming practices through denormalizing these and normalizing alternative practices that may be more desirable to companies and other stakeholders.,This long-term, qualitative study inspired by normalization process theory offers an innovative perspective on the online practices of consumers who engage with a brand in ways that create value for themselves and for the brand.

中文翻译：

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“无盗版谈话”：在线品牌社区如何使有争议的游戏行为非正常化

本研究的目的是解释在线品牌社区如何支持有争议的（即非法但正常化的）游戏实践的非规范化。这项定性研究的特点是巴西 Xbox 游戏玩家长期沉浸在在线品牌社区中。该数据集包括与社区成员的在线和离线互动、访谈和在线档案数据。本研究展示了在线品牌社区成员如何在盗版盛行的市场中促进合法游戏。它展示了社区成员如何努力建立一致性；从事认知参与；发展出超越社区的集体行动；并反思了他们自己的工作。,本研究将在线品牌社区确定为打击在线游戏争议做法的潜在盟友；补充个人和行为方法来解释为什么消费者在在线环境中采用有争议的做法；并为互联网研究人员的工具包添加了一个规范化框架。,这项研究确定了可以利用在线品牌社区的潜力通过非规范化这些和规范化可能更适合公司的替代实践来减少消费者对有争议的游戏实践的依从性的方法和其他利益相关者。,这项受规范化过程理论启发的长期定性研究为消费者的在线实践提供了一个创新的视角，他们以为自己和品牌创造价值的方式与品牌互动。