Contribution to collective works (Parts of books)
Brand Communities and Anti-Brand Communities: Similarities, Differences and Implications for Practitioners
Dessart, Laurence; Veloutsou, Cleopatra; Morgan-Thomas, Anna
2014In Grigoriou, Nicholas; Veloutsou, Cleopatra (Eds.) Theoretical and Empirical Reflections in Marketing
Peer reviewed
 

Files


Full Text
2014 ATINER .pdf
Publisher postprint (2.71 MB)
Request a copy

All documents in ORBi are protected by a user license.

Send to



Details



Keywords :
brand community; anti-brand community
Abstract :
[en] Brands are increasingly perceived as social entities that affect the ways in which consumers relate to each other, and there is a growing interest in consumer groups that support or oppose a given brand, referred to in marketing literature as brand or anti-brand communities. Although the concept of communities has been examined in the sociology literature for some time, there is very little integration of the sociology and the marketing literature when brand and anti-brand communities are examined. Furthermore, brand and antibrand communities have largely been approached as different phenomena in the marketing literature. This paper is trying to re-define brand communities and to identify antecedents, internal functioning and consequences of these communities. Using knowledge from the sociology and marketing literature, it argues that brand and anti-brand communities are intrinsically more similar than different. Therefore, they can both be described with the term brandrelated communities and they should be approached by researchers and practitioners as similar rather than different phenomena.
Disciplines :
Marketing
Author, co-author :
Dessart, Laurence  ;  University of Glasgow > Adam Smith Business School > Marketing
Veloutsou, Cleopatra
Morgan-Thomas, Anna
Language :
English
Title :
Brand Communities and Anti-Brand Communities: Similarities, Differences and Implications for Practitioners
Publication date :
2014
Main work title :
Theoretical and Empirical Reflections in Marketing
Author, co-author :
Grigoriou, Nicholas
Veloutsou, Cleopatra
Publisher :
Athens Institute for Education and Research, Athens, Greece
Pages :
63-78
Peer reviewed :
Peer reviewed
Available on ORBi :
since 16 November 2018

Statistics


Number of views
62 (11 by ULiège)
Number of downloads
3 (3 by ULiège)

Bibliography


Similar publications



Contact ORBi