We, Us and Them: Multiple Identity Projects in Brand Community Conflicts

Communities of opposition have been conceptualized as dyadic identity projects. However, when media events create direct conflict between brand communities, consumers engage in a complex negotiation of multiple identities. The four responses to conflict observed in our study demonstrated brand community identity defense, subcultural identity integration and out-group identity reproduction.



Citation:

Toni Eagar and John Campbell (2012) ,"We, Us and Them: Multiple Identity Projects in Brand Community Conflicts", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 152-162.

Authors

Toni Eagar, Autralian National University, Australia
John Campbell, University of Canberra, Australia



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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