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Brand Community


Dholakia, Utpal M; Algesheimer, René (2010). Brand Community. In: Bagozzi, Richard P; Ruvio, Ayalla. Wiley International Encyclopedia of Marketing: Consumer Behaviour. New York: John Wiley & Sons.

Abstract

Brand communities offer the promise of a marketing program that is synergistic with the intrinsic motivations, interests, and empowerment of contemporary consumers. Widely applicable and increasingly used by mainstream consumers across a range of product and service categories, they represent avenues for marketers to generate a range of positive outcomes for the firm in cost-effective ways. For consumer researchers, brand communities are venues to study a host of psychological and social issues. In this article, we elaborate on this concept by providing a definition of brand community, introduce and elaborate on different types of brand communities, and examine the consequences of consumer participation in them.

Abstract

Brand communities offer the promise of a marketing program that is synergistic with the intrinsic motivations, interests, and empowerment of contemporary consumers. Widely applicable and increasingly used by mainstream consumers across a range of product and service categories, they represent avenues for marketers to generate a range of positive outcomes for the firm in cost-effective ways. For consumer researchers, brand communities are venues to study a host of psychological and social issues. In this article, we elaborate on this concept by providing a definition of brand community, introduce and elaborate on different types of brand communities, and examine the consequences of consumer participation in them.

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Additional indexing

Item Type:Book Section, not_refereed, original work
Communities & Collections:03 Faculty of Economics > Department of Business Administration
08 Research Priority Programs > Social Networks
Dewey Decimal Classification:330 Economics
Language:English
Date:2010
Deposited On:09 Dec 2009 10:43
Last Modified:14 Jul 2020 14:46
Publisher:John Wiley & Sons
Series Name:Wiley International Encyclopedia of Marketing
Number:3
ISBN:978-1-405-16178-7
OA Status:Closed
Publisher DOI:https://doi.org/10.1002/9781444316568.wiem03050
Official URL:http://dx.doi.org/10.1002/9781444316568
Related URLs:http://www.ruf.rice.edu/~dholakia/ (Author)

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