We Happy Few: Redefining Community in Marketing

Aubrey R. Fowler III, University of Nebraska, Lincoln
Michael Krush, University of Nebraska, Lincoln
Community has seen an increasing level of interest with marketing scholars both as a context for a variety of consumer behaviors as well as a consumer behavior unto itself; however, the investigation into community has seen its share of challenges. We attempt to subdue these challenges by drawing upon various sociological, psychological, and ecological literatures to define community, offering suggestions for what constitutes community. We then outline various means by which marketing supports this definition and provide an overview of how this definition may aid our understanding of brand communities and the notion of a community’s brand.
[ to cite ]:
Aubrey R. Fowler III and Michael Krush (2008) ,"We Happy Few: Redefining Community in Marketing", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 851-852.