Refining and Extending the Concept of Brand Community

Albert Muñiz , DePaul University, USA
Yun Mi Antorini, University of Aarhus, Denmark
We illuminate the theoretical quandaries surrounding consumption collectives and divine conceptual remedies. We suggest researchers: 1) address emic versus etic issues in applying the label brand community, 2) reveal the dynamism in collectives over time, 3) develop a universal typology (communities/tribes/subcultures), including less involved affiliations, and 4) develop a typology for different brand community forms.
[ to cite ]:
Albert Muñiz and Yun Mi Antorini (2011) ,"Refining and Extending the Concept of Brand Community", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 272-273.