The Consumption Implications of Contested Community

This study examines heterogeneity of membership and brands within subcultures of consumption. Previous work has glossed over three theoretical issues related to consumption communities: (1) differences between brand communities and subcultures of consumption, (2) presence of multiple brands within communities, and (3) heterogeneity within each community. We engage in a detailed analysis of subcultures of consumption, embracing the previously neglected theoretical issues. Our findings demonstrate that heterogeneity within the community results in a contested community characterized by multiple incommensurate discourses in evidence both within and between segments of the community. These disparate discourses are fueled by and linked to marketing resources.


Tandy Thomas, Hope Schau, and Linda Price (2011) ,"The Consumption Implications of Contested Community", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 13-14.


Tandy Thomas, Queens University
Hope Schau, University of Arizona, USA
Linda Price, University of Arizona, USA


E - European Advances in Consumer Research Volume 9 | 2011

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