Consumption Communities

Robin Canniford, University of Melbourne, Australia
Avi Shankar, University of Bath, UK
We articulate the distinctions between consumer tribes and subcultures of consumption and brand communities: 1) tribe membership is fragmented and transient, 2) tribes are not enduring subversions of dominant institutions, 3) tribes do not seek iconic brands as loci for consumption experiences, and 4) social links within tribes are more important than what is consumed. Approaches to leveraging subcultures or brand community are, therefore, inappropriate.
[ to cite ]:
Robin Canniford and Avi Shankar (2011) ,"Consumption Communities", 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: 274-275.