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.
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.
Robert Arias, Loyola University Chicago
NA - Advances in Consumer Research Volume 49 | 2021
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Na Ri Yoon, Indiana University, USA
Jenny Olson, Indiana University, USA
Adam Duhachek, Indiana University, USA
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Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
Gizem Yalcin, Erasmus University Rotterdam, The Netherlands
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Fuchun Zhan, University of Wisconsin - Madison, USA
Nancy Wong, University of Wisconsin - Madison, USA
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