Walking the Thin Edge: the Dark Side of Brand Communities and Collecting
This paper examines the long-term consequences of consumers’ endless pursuit of collectible objects. Our findings reveal a dark side to brand communities and collecting. As consumers deepen their level of engagement with a brand and brand community, they face increasing demands and expectations that can become emotionally and financially burdensome.
Citation:
Emily Chung, Marcia Christina Ferreira, and daiane scaraboto (2018) ,"Walking the Thin Edge: the Dark Side of Brand Communities and Collecting", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 214-219.
Authors
Emily Chung, RMIT University
Marcia Christina Ferreira, Brunel University
daiane scaraboto, Pontificia Universidad Católica de Chile
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Why is 1 out of 20 Riskier than 5%? Effect of Representing Unlikely Events as Frequency versus Percentage on Risk Perceptions
Nevena T Koukova, Lehigh University
Joydeep Srivastava, Temple University, USA
Featured
Explaining the Attraction Effect: An Ambiguity-Attention-Applicability Framework
Sharlene He, Concordia University, Canada
Brian Sternthal, Northwestern University, USA
Featured
The psychological impact of annuities: Can pension payout choice influence health behavior?
Anja Schanbacher, London Business School, UK
David Faro, London Business School, UK
Simona Botti, London Business School, UK
Shlomo Benartzi, University of California Los Angeles, USA