Part 3. Consumer Behavior
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Dholakia, U. M. and Algesheimer, R. 2010. Brand Community. Wiley International Encyclopedia of Marketing.
- Published Online: 15 DEC 2010
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.
- brand community;
- community management;
- social consumption;
- social influence;
- social identification