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Contribution Details
| Type | Book Chapter |
| Scope | Discipline-based scholarship |
| Title | Brand Community |
| Organization Unit | |
| Authors |
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| Item Subtype | Original Work |
| Refereed | No |
| Status | Published in final form |
| Language |
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| Booktitle | Wiley International Encyclopedia of Marketing: Consumer Behaviour |
| Series Name | Wiley International Encyclopedia of Marketing |
| ISBN | 978-1-405-16178-7 |
| Number | 3 |
| Place of Publication | New York |
| Publisher | John Wiley & Sons |
| Date | 2010 |
| Abstract Text | 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. |
| Official URL | http://dx.doi.org/10.1002/9781444316568 |
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| Digital Object Identifier | 10.1002/9781444316568.wiem03050 |
| Other Identification Number | merlin-id:910 |
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