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

Email: myself@mariusluedicke.de

 

Abstract

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.



Citation:

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.

Authors

Marius Luedicke, Schulich School of Business



Volume

NA - Advances in Consumer Research Volume 33 | 2006



Share Proceeding

Featured papers

See More

Featured

Crime and Punishment through the Political Lens: How Liberals Forgive, and Conservatives Punish Ethical Brand Users

Thomas Allard, Nanyang Technological University, Singapore
Brent McFerran, Simon Fraser University, Canada

Read More

Featured

Conjuring Creativity: The Impact of Fear

Ilgım Dara Benoit, Appalachian State University
Elizabeth Miller, University of Massachusetts, USA

Read More

Featured

“Million Dollar Smile?” How Smile Intensity, Relationship Norm and Consumer Self-Construal Influence Ad Effectiveness

Hsiao-Ching Lee, National Kaohsiung University of Science and Technology
Chun-Tuan Chang, National Sun Yat-sen University
Yu-kang Lee, National Sun Yat-sen University
Hui-Wen Chang, National Sun Yat-sen University
Guei-hua Flora Huang, National Sun Yat-sen University

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.