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Community in context: Comparing brand communities and retail store communities

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  • Peters, Cara
  • Bodkin, Charles D.

Abstract

Most studies on community in marketing examine a branding context. Few look at community in the retailing context. The present study aimed to examine whether retail store communities exist in the same way as brand communities. We collected data via a field-based, student sample and a national panel of adult consumers. These data revealed three characteristics of community. The findings also showed that some consumers did not experience community in the retail store. Based on these findings, we discuss differences between retail store communities and brand communities.

Suggested Citation

  • Peters, Cara & Bodkin, Charles D., 2018. "Community in context: Comparing brand communities and retail store communities," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 1-11.
    • Handle: RePEc:eee:joreco:v:45:y:2018:i:c:p:1-11
    DOI: 10.1016/j.jretconser.2018.08.001
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    References listed on IDEAS

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    Cited by:

    1. Kumar, Jitender & Kumar, Vikas, 2020. "Drivers of brand community engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    2. Byun, Sang-Eun & Han, Siyuan & Kim, Hyejeong & Centrallo, Carol, 2020. "US small retail businesses’ perception of competition: Looking through a lens of fear, confidence, or cooperation," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    3. Betzing, Jan H. & Kurtz, Michael & Becker, Jörg, 2020. "Customer Participation in Virtual Communities for Local High Streets," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Hook, Margurite & Baxter, Stacey & Kulczynski, Alicia, 2020. "‘I'm like you, you're like me, we make a great brand community!’ Similarity and children's brand community participation," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).

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