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Brandfællesskaber

Brandfællesskaber Begrebet ’brand community’ eller brandfællesskab kommer fra artiklen af samme navn af Albert M. Muniz og Thomas C. O’ Guinn (2001), som udfolder, hvordan moderne fællesskaber i kapitalistiske samfund ofte samler sig om et brand. Begrebet adresserer, hvordan fællesskaber kan opstå med udgangspunkt i fælles forbrug, for eksempel når Harley-Davidson entusiaster mødes i klubber […]

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Forfatter Gry Høngsmark Knudsen
Se også Branding Corporate branding Forbrug
Supplerende læsning

Muniz m.fl. (2001); Schau m.fl. (2008)
Reference

Anderson, Benedict (1983). Imagined Communities. Reflections on the Origin and Spread of Nationalism. London, Verso Books.

Arvidsson, Adam og Caliandro, Alessandro (2016). “Brand Public”. Journal of Consumer Research, 42(5), s. 727-748.

Muñiz, Jr., Albert M. og Antorini, Yun Mi (2013). ”Self-Extension, Brand Community and User Innovation” In: Belk og Ruvia (eds.) The Routledge Companion to Identity and Consumption. Abingdon, U.K.: Routledge, kap. 25.

Bauer, Robert M., & Gegenhuber, Thomas (2015). “Crowdsourcing: Global search and the twisted roles of consumers and producers”. Organization, 22(5), s. 661-681.

Cochoy, Frank (2021). “Broadening the Collective Turn in Marketing: From Consumer Collectives to Consumption Agencements”. Journal of the Association for Consumer Research, 6(4), s. 429-434.

Colleoni, Elanor, Ilia, Laura og Zyglidopoulos, Stelios (2021). “Exploring How Publics Discursively Organize as Digital Collectives: The Use of Empty and Floating Signifiers as Organizing Devices in Social media”. Journal of the Association for Consumer Research, 6(4), s. 491-502.

Cova, Bernard (1997). “Community and Consumption: Towards a Definition of the Linking Value of Products and Services”. European Journal of Marketing, 31(3-4), s. 256-270.

Gabrielli, V., og Baghi, I. (2016). ”Online brand community within the integrated marketing communication system: When chocolate becomes seductive like a person”. Journal of Marketing Communications, 22(4), 385-402. https://doi.org/10.1080/13527266.2014.894932

Hebdige, Dick, (1979). Subculture. The Meaning of Style. London, Routledge.

Knudsen, Gry Høngsmark og Antorini, Yun MI (2021). ”Hard Work: Unanticipated Collaboration in Co-creation Processes”. Journal of the Association for Consumer Research, 6(4), s. 435-446.

Kozinets, Robert V. og Gretzel, Ulrike (2025). “Passionate Publics”. Public Relations Review. 51, s. 1-11.

Kozinets, Robert V., Patterson, Anthony og Ashman, Rachel (2016). “Networks of Desire: How Technology Increases Our Passion to Consume”. Journal of Consumer Research, 43(5), s. 659-682.

Muniz, Albert M. og O’Guinn, Thomas C. (2001). “Brand Community”. Journal of Consumer Research, 27(4), s. 412-432.

Orum, Anthony og Dale, John G. (2009). Introduction to Political Sociology. Oxford. Oxford University Press.

Özbölük T. og Dursun Y. (2017), “Online brand communities as heterogeneous gatherings: a netnographic exploration of Apple users”. Journal of Product & Brand Management, Vol. 26 No. 4 pp. 375-385.

Schau, Hope J., Muniz, Albert M. Jr og Arnould, Eric J. (2008). “How Brand Community Practices Create Value”. Journal of Marketing. 73 (September), s. 30-51.