Refining and Extending the Concept of Brand Community

We illuminate the theoretical quandaries surrounding consumption collectives and divine conceptual remedies. We suggest researchers: 1) address emic versus etic issues in applying the label brand community, 2) reveal the dynamism in collectives over time, 3) develop a universal typology (communities/tribes/subcultures), including less involved affiliations, and 4) develop a typology for different brand community forms.



Citation:

Albert Muñiz and Yun Mi Antorini (2011) ,"Refining and Extending the Concept of Brand Community", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 272-273.

Authors

Albert Muñiz , DePaul University, USA
Yun Mi Antorini, University of Aarhus, Denmark



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

“It’s Not You, It’s Me”: How Corporate Social Responsibility Decreases Customer Citizenship Behavior

Sofia Batista Ferraz, EAESP-FGV
Andres Rodriguez Veloso, University of São Paulo, Brazil
Diogo Hildebrand, Baruch College, USA

Read More

Featured

Believing in and Reacting to Rumors: The Role of Congruity and Nature of Existing Predisposition

Satadruta Mookherjee, SUNY Binghamton, USA
Subimal Chatterjee, SUNY Binghamton, USA

Read More

Featured

Slow and Steady versus Fast and Furious: The Effect of Speed on Decision Making

Ellie Kyung, Dartmouth College, USA
Yael Shani-Feinstein, Ben Gurion University, Israel
Jacob Goldenberg, IDC

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.