Brand community

A brand community is a concept in marketing and consumer research which postulates that human beings form communities on the basis of attachment to a brand or marque.[1] A brand community refers to structured social relationships in which participants share admiration and connection of a brand that they experience through shared rituals, traditions and a sense of responsibility towards other members.[2] The term often refers to the intersection between brand, individual identity and culture.

  1. ^ Muniz, Albert M.; O’Guinn, Thomas C. (2001). "Brand Community". Journal of Consumer Research. 27 (4): 412–432. doi:10.1086/319618. ISSN 0093-5301. JSTOR 10.1086/319618. S2CID 7743774.
  2. ^ Canniford, Robin (2011-01-01), "A Typology of Consumption Communities", in W. Belk, Russell; Grayson, Kent; M. Muñiz, Albert; Jensen Schau, Hope (eds.), Research in Consumer Behavior, Research in Consumer Behavior, vol. 13, Emerald Group Publishing Limited, pp. 57–75, doi:10.1108/s0885-2111(2011)0000013007, ISBN 978-1-78052-116-9, retrieved 2022-10-11