Brand Community Under Fire: the Role of Social Environments For the Hummer Brand Community

Brand Community under Fire: The Role of Social Environments for the HUMMER Brand Community



Marius K. Luedicke

Schulich School of Business

York University

4700 Keele Street, M3J1P3 Toronto, Canada

Phone: +1 416-736-2100 Ext. 20246




This research was undertaken as part of a larger consumer behavior research project investigating brands and brand communities as social systems. The paper is concerned with the particular role of social environments for brand communities previously undervalued in literature. Grounded in a social-constructivist interpretive framework, a multi-perspective study was conducted to explore how the HUMMER brand community and its social environments discursively construct, situate, and legitimate one another. Findings reveal brand communities as powerful, socially embedded phenomena that continuously negotiate a set of core distinctions with and against their social environments.


Marius Luedicke (2006) ,"Brand Community Under Fire: the Role of Social Environments For the Hummer Brand Community", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 486-493.


Marius Luedicke, Schulich School of Business


NA - Advances in Consumer Research Volume 33 | 2006

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