Theorizing Brand Community Conflict
Much brand community research focuses on the positive experience. Using research on organizational conflict we illustrate how the firm’s relationship with other community members may negatively influence the focal consumer’s experience. Utilizing interviews and social media data, we delineate sources of brand community conflict and discuss how consumers navigate them.
Citation:
Robert Arias (2021) ,"Theorizing Brand Community Conflict", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 117-121.
Authors
Robert Arias, Loyola University Chicago
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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