Brand communities are characterized in shared consciousness, rituals and traditions, and a sense of moral responsibility. : The Connection Between Steve Jobs and Apple Fandom. A community in which consumers who share a set of social relationships based upon usage or interest in a product gather and mutually interact. The Reality. “Brand community” is the term social scientists use to describe like-minded consumers who identify with a particular brand and share significant traits, which researchers Thomas C. O’Guinn and Albert Muniz describe as “shared consciousness, rituals, traditions, and a sense of moral responsibility.”1 The researchers show that consumers may organize into these communities to share their experiences of … Many brands provide examples of brand communities. These customers want to become a part of the brand itself." Muniz Albert M. Jr. and Thomas C. O’Guinn (2001). Muniz Albert M. Jr. and Hope Jensen Schau (2005). Recent developments in marketing and in research in consumer behavior result in stressing the connection between brand, individual identity and culture. Too often, companies isolate their community-building efforts within the marketing function. Brown Stephen, Robert V. Kozinets and John F. Jr. Sherry (2003). In a 2001 article titled " Brand Community", published in the Journal of Consumer Research (SSCI), they defined the concept as "a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand." Learn more in: How Social Media is Transforming Marketing? Copyright © 1988-2020, IGI Global - All Rights Reserved, Additionally, Enjoy an Additional 5% Pre-Publication Discount on all Forthcoming Reference Books, Learn more in: Measuring Brand Community Strength, Learn more in: Social Media Brand Management, Learn more in: Social Media and Business Practices, Learn more in: What Makes a Fan a Fan? In toys: Barbie and Lego. Brand communities are characterized in shared consciousness, rituals and traditions, and a sense of moral responsibility. A brand community can be defined as an enduring self-selected group of actors sharing a system of values, standards and representations (a culture) and recognizing bonds of membership with each other and with the whole. A brand community is a community formed on the basis of attachment to a product or marque. Learn more in: Measuring Brand Community Strength. A brand community is a group of customers who are invested in a brand beyond what is being sold. To Support Customers in Easily and Affordably Obtaining the Latest Peer-Reviewed Research, Group of consumers formed on the basis of attachment to a product or, It is a structured composite of social relationships among the admirers of a, A group of people, unhindered by geography, who share a set of social norms surrounding an affinity for a for-profit, Represents consumers social affiliation in association with a, A group of people, who are fans of a particular Facebook. Muniz Albert M. Jr. and Thomas C. O’Guinn (1995). The term "brand community" was first presented by Albert Muniz Jr. and Thomas C. O'Guinn in a 1995 paper for the Association for Consumer Research Annual Conference in Minneapolis, MN. [clarification needed] When consumers arrive at a brand they form a brand community. Among the concepts developed to explain the behavior of consumers, the concept of a brand community focuses on the connections between consumers. Algesheimer René, Utpal M. Dholakia et Andreas Hermann (2005). Learn more in: Understanding Consumer Fandom: Literature Review and Conceptual Framework, Learn more in: Brand Fandom Insights: Marketing Themes and Trends From Practitioners, Learn more in: Brands, Fans, and Exchanges: Differentiating Between Fandoms, Transactional and Social Brand Communities, and Brand Publics, Learn more in: Entertainment Media: Times of Branded Content, Learn more in: An Exploratory Study of Metrics Used to Measure the Impacts of Social Media Utilization on Business Performance, Learn more in: Advertising in the World of Social Media-Based Brand Communities. Brand itself. John F. Jr. Sherry ( 2003 ) because a brand community focuses on the between. Brand they form a brand community focuses on the connections between consumers a. Comes from customers being invested in a brand community focuses on the basis of attachment to a product gather mutually! Between Steve Jobs and Apple Fandom and emotional support. 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