How Brands Enchant: Insights From Observing Community Driven Brand Creation

Johann Fueller, University of Innsbruck, Austria
Marius K. Luedicke, University of Innsbruck, Austria
Gregor Jawecki, University of Innsbruck, Austria
This paper explores the emerging phenomenon of community-driven brand creation. Drawing on a longitudinal netnographic study of the “” online community, it develops the concept of “community brands.” Community brands are consumer-created brands that enchant their participants by providing creative social spaces, in which they innovate, discuss, manufacture, and brand customized products independently from corporate agents. The study reveals influential expressions of authenticity, creativity, community, and independence within such a social space and derives valuable implications for consumer culture theory and branding.
[ to cite ]:
Johann Fueller, Marius K. Luedicke, and Gregor Jawecki (2008) ,"How Brands Enchant: Insights From Observing Community Driven Brand Creation", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research.