IDEAS home Printed from
   My bibliography  Save this article

Brand Community Formation: A Critical Review


  • Valentina-Daniela Constantin

    (Bucharest University of Economic Studies Romania)

  • Otilia-Elena Platon

    (Bucharest University of Economic Studies Romania)

  • Gheorghe Orzan

    (Bucharest University of Economic Studies Romania)


Brand communities have the potential to increase the loyalty of those consumers whoare members, to generate oppositional loyalty towards the brands of competitors and also toinfluence new product adoption behaviour. Moreover, this concept contributes to a betterunderstanding of the relationships between consumers and a specific brand and thus presents aninterest not only for marketing researchers, but also for brand managers. Starting with the 21stcentury, brand communities have been conceptualized and studied many times in the marketingliterature, which has explored both the positive and negative consequences of these consumptioncommunities. The purpose of this paper is to summarize the most important findings related to thismarketing topic. Therefore, the article begins with the review of the most relevant definitions givento brand communities which are then analysed. Secondly, there is a section dedicated to thecharacteristics and particularities associated with these consumer communities, which wereidentified by previous research. Subsequently, another section focuses upon the emergence processof such communities, the way they are constructed by customers and also upon the factors andsteps that allow the formation and organization of brand communities. Finally, some implicationsfor brand management are offered, as well as some directions for future research.

Suggested Citation

  • Valentina-Daniela Constantin & Otilia-Elena Platon & Gheorghe Orzan, 2014. "Brand Community Formation: A Critical Review," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(16), pages 1-10.
  • Handle: RePEc:alu:journl:v:2:y:2014:i:16:p:10

    Download full text from publisher

    File URL:
    Download Restriction: no

    More about this item


    brand community; collective consumption; community behaviour; brand loyalty.;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:alu:journl:v:2:y:2014:i:16:p:10. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dan-Constantin Danuletiu). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.