Standard Article

Brand Community

Part 3. Consumer Behavior

  1. Utpal M. Dholakia1,
  2. René Algesheimer2

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem03050

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Dholakia, U. M. and Algesheimer, R. 2010. Brand Community. Wiley International Encyclopedia of Marketing. 3.

Author Information

  1. 1

    Rice University, Houston, TX, USA

  2. 2

    University of Zurich, Zurich, Switzerland

Publication History

  1. 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