Brand Community Development Through Associated Communities: Grounding Community Measurement Within Social Identity Theory

• Published in: Journal of marketing theory and practice Vol. 19; no. 4; pp. 407 - 422
• Main Authors: Heere, Bob, Walker, Matthew, Yoshida, Masayuki, Ko, Yong Jae, Jordan, Jeremy S., James, Jeffrey D.
• Format: Journal Article
• Language: English
• Published: Abingdon Routledge 01.10.2011; Association of Marketing Theory and Practice; Assoc; Taylor & Francis Ltd
• Subjects: Academic communities; Brand identification; Brand loyalty; Brands; Cities; College athletics; Community associations; Community identity; Consciousness; Consumer behavior; Consumers; Consumption; Gemeinschaft; Group identity; Identification; Konsumentenverhalten; Markenartikel; Markenführung; Marketing; Quantitative psychology; Self esteem; Social identity; Social psychology; Sozialpsychologie; Studies; Subcultures; Teams; Traditions; USA; Florida; United States > US

The purpose of this study was to measure consumer identification with several (brand) communities using a multidimensional psychometric community identity instrument grounded in social identity theory. Use of such instrumentation allowed the authors to examine how consumer identification with associ...