Building Brand Community
Top Cited Papers
- 1 January 2002
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 66 (1), 38-54
- https://doi.org/10.1509/jmkg.66.1.38.18451
Abstract
A brand community from a customer-experiential perspective is a fabric of relationships in which the customer is situated. Crucial relationships include those between the customer and the brand, between the customer and the firm, between the customer and the product in use, and among fellow customers. The authors delve ethnographically into a brand community and test key findings through quantitative methods. Conceptually, the study reveals insights that differ from prior research in four important ways: First, it expands the definition of a brand community to entities and relationships neglected by previous research. Second, it treats vital characteristics of brand communities, such as geotemporal concentrations and the richness of social context, as dynamic rather than static phenomena. Third, it demonstrates that marketers can strengthen brand communities by facilitating shared customer experiences in ways that alter those dynamic characteristics. Fourth, it yields a new and richer conceptuali...This publication has 36 references indexed in Scilit:
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