Exploring the intensity of practices in brand communities

This study focuses on the intensity of practices (Warde, 2014), and more specifically of collective consumption practices in service brand communities (Schau et al., 2009, 31). While much research in practice theory allude to the fact that practices have an intensity (Schau et al., 2009; Southerton, 2012), practice studies offer little understanding of the notion of intensity. This paper aims to address this conceptual weakness, as intensity may affect the way consumers experience consumption, their relation to the self (Southerton, 2012), the community, and the service brand (McAlexander and Schouten, 2002). Further, some service brands purposely use complexity and intensity as core selling points (Powers and Greenwell, 2016) and research also shows that some consumer look for intensity, and even pain (Scott et al., 2017). The objectives of this study are thus to propose a first conceptualization of the intensity of collective consumption practices, as well as understand how intensity affects the way people relate to the community, the service brand and themselves. We use the theoretical lens of practice theory, as well as brand community and brand relationship literature to frame our understanding and analysis of practices, and collect interview and participant observation data in different countries.