| | |  | | | | Record from Web of Science® | | | | | | |
| Brand community |
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| Author(s): Muniz AM, O'Guinn TC |
| Source: JOURNAL OF CONSUMER RESEARCH Volume: 27 Issue: 4 Pages: 412-432 Published: MAR 2001 |
| Times Cited: 245 References: 116 |
| Abstract: This article introduces the idea of brand community. A brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. Grounded in both classic and contemporary sociology and consumer behavior, this article uses ethnographic and computer mediated environment data to explore the characteristics, processes, and particularities of three brand communities (those centered on Ford Bronco, Macintosh, and Saab). These brand communities exhibit three traditional markers of community: shared consciousness, rituals and traditions, and a sense of moral responsibility. The commercial and mass-mediated ethos in which these communities are situated affects their character and structure and gives rise to their particularities. Implications for branding, sociological theories of community, and consumer behavior are offered. |
| Document Type: Review |
| Language: English |
| Reprint Address: Muniz, AM (reprint author), DePaul Univ, DePaul Ctr 7510, 1 E Jackson Blvd, Chicago, IL 60604 USA |
Addresses:
1. DePaul Univ, DePaul Ctr 7510, Chicago, IL 60604 USA
2. Univ Illinois, Urbana, IL 61801 USA |
| Publisher: UNIV CHICAGO PRESS, 1427 E 60TH ST, CHICAGO, IL 60637-2954 USA |
| Subject Category: Business |
| IDS Number: 415EX |
| ISSN: 0093-5301 |
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| | | | | | | | | Record from Web of Science® | | | | | | | | | |