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.