Toward Developing Conceptual Foundations of Internet Brand Community

Juran Kim, The University of Tennessee

Toward Developing Conceptual Foundations of Internet Brand Community (I)

Juran Kim

University of Tennessee

One purpose of this study is to offer conceptual foundations of Internet brand community by developing an integrated overview of the current research. Concepts from the Structuration theory are used for synthesizing the consumer behavior literature. This study attempts to find and fill the gaps between brand community and Internet brand community in the literature. To fill the gaps in the literature, potential research questions and future research directions are suggested. This study offers foundations to develop a conceptual model of Internet brand community by considering the basic concepts in the Structuration theory and critical characteristics of the Internet environment.

 

[ to cite ]:
Juran Kim (2006) ,"Toward Developing Conceptual Foundations of Internet Brand Community", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 300-301.