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Brand Community

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Author Info

  • Muniz, Albert M, Jr
  • O'Guinn, Thomas C
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    Abstract

    This article introduces the idea of brand community. A brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. Grounded in both classic and contemporary sociology and consumer behavior, this article uses ethnographic and computer mediated environment data to explore the characteristics, processes, and particularities of three brand communities (those centered on Ford Bronco, Macintosh, and Saab). These brand communities exhibit three traditional markers of community: shared consciousness, rituals and traditions, and a sense of moral responsibility. The commercial and mass-mediated ethos in which these communities are situated affects their character and structure and gives rise to their particularities. Implications for branding, sociological theories of community, and consumer behavior are offered. Copyright 2001 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 27 (2001)
    Issue (Month): 4 (March)
    Pages: 412-32
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    Handle: RePEc:ucp:jconrs:v:27:y:2001:i:4:p:412-32

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    Cited by:
    1. Kai-Uwe Hellmann, 2007. "S. Ratneshwar & David Glen Mick: Inside consumption. Consumer motives, goals and desires," Journal of Consumer Policy, Springer, vol. 30(1), pages 45-48, March.
    2. Totz, Carsten, 2005. "Potenziale und Herausforderungen der Markenführung im Kontext internetbasierter Interaktionen," Working Papers 30, Competence Center Internet Economy and Hybrid Systems, European Research Center for Information Systems (ERCIS), University of Münster.
    3. Andrea Fosfuri & Marco S. Giarratana & Esther Roca, 2010. "Community-based strategies in action: building and sustaining a product differentiation advantage," Business Economics Working Papers id-10-01, Universidad Carlos III, Instituto sobre Desarrollo Empresarial "Carmen Vidal Ballester".
    4. Jean-Eric Pelet & Sébastien Nouet, 2011. "Le e-commerce renforcé par les réseaux sociaux numériques : résultats d'une application expérimentale de la méthode Delphi," Working Papers halshs-00652600, HAL.
    5. Dymek, Mikolaj, 2006. "Communities build up Steam," Pink Machine Papers 26, Royal Institute of Technology, Department of Industrial Economics and Management.
    6. Czellar, Sandor & Sprott, David E. & Spangenberg, Eric R. & Raska, David, 2009. "Consumer reactions to self-expressive brand display," Les Cahiers de Recherche 918, HEC Paris.
    7. de Burgh-Woodman, Helene & Brace-Govan, Jan, 2006. "What's in a Name? A Comparative Analysis of Surf and Snow Brand Personalities," MPRA Paper 25385, University Library of Munich, Germany, revised 28 Dec 2006.
    8. Lars Bo Jeppesen & Keld Laursen, 2007. "Lead Users as Facilitators of Knowledge Sharing in Community Setting," DRUID Working Papers 07-24, DRUID, Copenhagen Business School, Department of Industrial Economics and Strategy/Aalborg University, Department of Business Studies.
    9. Anandya, Dudi, 2010. "The Direct and Indirect Effect of Exchange to Build Customer Loyalty in Social Network Sites," MPRA Paper 25277, University Library of Munich, Germany.
    10. Norberg, Peter, 2006. "Co-Opting Revolution in the Post-Revolutionary Age - Revolution as Embedded Counter-Culture in Swedish Finance," Working Paper Series in Business Administration 2006:7, Stockholm School of Economics.
    11. L. J. Shrum & Jaehoon Lee, . "Cultural Differences in Response to Social Exclusion Two experiments tested the hypothesis that subtly different types of social exclusion (being ignored vs. being rejected) produce very different con," Working Papers 0001, College of Business, University of Texas at San Antonio.
    12. Pierre Volle & Aîda Mimouni, 2006. "Les bénéfices perçus des programmes relationnels : une approche de segmentation appliquée aux enseignes de distribution," Post-Print halshs-00164834, HAL.
    13. Stremersch, S. & Verniers, I. & Verhoef, P.C., 2006. "The Quest for Citations: Drivers of Article Impact," Research Paper ERS-2006-061-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus Uni.
    14. Leenheer, J. & Bijmolt, T.H.A. & Heerde, H.J. van & Smidts, A., 2002. "Do Loyalty Programs Enhance Behavioral Loyalty: An Empirical Analysis Accounting for Program Design and Competitive Effects," Discussion Paper 2002-65, Tilburg University, Center for Economic Research.
    15. Mathwick, Charla & Wiertz, Caroline & Ruyter, Ko de, 2008. "Social capital production in a virtual P3 community," Open Access publications from Maastricht University urn:nbn:nl:ui:27-23004, Maastricht University.

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