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- Title
Brand Community Under Fire: The Role of Social Environments for the HUMMER Brand Community.
- Authors
Luedicke, Marius K.
- Abstract
This research was undertaken as part of a larger consumer behavior research project investigating brands and brand communities as social systems. The paper is concerned with the particular role of social environments for brand communities previously neglected in literature. Grounded in a social-constructivist interpretive framework, a multi-perspective study was conducted to explore how the HUMMER brand community and its social environments discursively construct, situate, and legitimate one another. Findings reveal brand communities as powerful, socially embedded phenomena that continuously negotiate a set of core distinctions with and against their social environments.
- Subjects
CONSUMER behavior research; BRAND loyalty; HUMMER trucks; CUSTOMER loyalty; AUTOMOBILES in mass media; SOCIAL context; CONSUMER preferences; HUMAN behavior research; CONSUMER confidence; LIFESTYLES; CONSUMPTION (Economics)
- Publication
Advances in Consumer Research, 2006, Vol 33, Issue 1, p486
- ISSN
0098-9258
- Publication type
Article