“Fine Feathers Make Fine Birds” – Community Brands and Branded Communities

Roland Schroll, University of Innsbruck, Austria
Andrea Hemetsberger, University of Innsbruck, Austria
Johann Füller, University of Innsbruck, Austria
This article introduces the concept of branded communities. A qualitative study of Apache, an Open Source software community, revealed that creative communities not only create brands but have become brands themselves. We conclude that we should incorporate branded communities and their members in an extended theory of brands and branding.
[ to cite ]:
Roland Schroll, Andrea Hemetsberger, and Johann Füller (2011) ,"“Fine Feathers Make Fine Birds” – Community Brands and Branded Communities", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.