Collective Moral Identity Projects: Authentic Brand Users Anti-Counterfeit Framework

Anna Jansson Vredeveld, University of Connecticut, USA
William T. Ross Jr., University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA
This research explores how authentic brand users construct moral identity around the cause of “anti-counterfeits”. Netnographic analysis of an online community reveals that collective moral identity is central to boundary maintenance and social norm negotiation within the community.
[ to cite ]:
Anna Jansson Vredeveld, William T. Ross Jr., and Robin A. Coulter (2013) ,"Collective Moral Identity Projects: Authentic Brand Users Anti-Counterfeit Framework", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.