Just Too Cool: Managing the Expectations of a Brand Community

This paper deals with managing the expectations and experiences of a brand community formed around a rapidly expanding craft enterprise. Using ethnographic and nethnographic data, we present some of the potentially negative effects a brand community can have on the brand they profess to love.



Citation:

Máire O Sullivan and Brendan Richardson (2012) ,"Just Too Cool: Managing the Expectations of a Brand Community", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 336-339.

Authors

Máire O Sullivan, University College Cork, Ireland
Brendan Richardson, University College Cork, Ireland



Volume

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



Share Proceeding

Featured papers

See More

Featured

Trusting the data, the self and “the other” in self tracking practices

Dorthe Brogård Kristensen, University of Southern Denmark, Denmark

Read More

Featured

Gaze Reflects Loss Aversion

Feng Sheng, University of Pennsylvania, USA
Arjun Ramakrishnan, University of Pennsylvania, USA
Darsol Seok, University of Pennsylvania, USA
Puti Cen, University of Pennsylvania, USA
Michael Platt, University of Pennsylvania, USA

Read More

Featured

The Pleasure of Being Right (Even When the World Is Bad)

Carey K. Morewedge, Boston University, USA
Janna Russmann, University of Cologne
Danica Mijovic-Prelec, Massachusetts Institute of Technology, USA
Drazen Prelec, Massachusetts Institute of Technology, USA

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.