Guinn, T. C.
[ABSTRACT READ IN FULL at the OpenAlex work record, reconstructed from its deposited inverted index, Crossref carrying no abstract for this item. FULL TEXT NOT READ: Unpaywall records it as closed with no repository copy anywhere and Semantic Scholar reports status CLOSED. Author order confirmed at both Crossref and OpenAlex: Muniz Jr first, O'Guinn second] Muniz, A. M., Jr., & O'Guinn, T. C. (2001). 'Brand Community.' Journal of Consumer Research, 27(4), 412-432. doi:10.1086/319618. the definition, in their words, is of 'a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand'. The method, in their words: the article 'uses ethnographic and computer mediated environment data to explore characteristics, processes, and particularities of three brand communities (those centered on Ford Bronco, Macintosh, and Saab)'. The finding: these communities 'exhibit traditional markers of community: shared consciousness, shared rituals and traditions, and a sense of moral responsibility', and the commercial, mass-mediated ethos in which they sit 'affects their character and structure and gives rise to their particularities'. WHAT IT ESTABLISHES AND WHAT IT DOES NOT: it establishes that brand communities exist and have an identifiable structure. There is no outcome variable, no comparison group, no purchase measure and no claim of one. The three markers are the result, and a marker is a description. Any sentence of the form 'research shows brand communities increase loyalty' that lands on this paper is a misreading of it, and saying so is one of the most useful things the article can do.
[ABSTRACT READ IN FULL at the OpenAlex work record, reconstructed from its deposited inverted index, Crossref carrying no abstract for this item. FULL TEXT NOT READ: Unpaywall records it as closed with no repository copy anywhere and Semantic Scholar reports status CLOSED. Author order confirmed at both Crossref and OpenAlex: Muniz Jr first, O'Guinn second] Muniz, A. M., Jr., & O'Guinn, T. C. (2001). 'Brand Community.' Journal of Consumer Research, 27(4), 412-432. doi:10.1086/319618. the definition, in their words, is of 'a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand'. The method, in their words: the article 'uses ethnographic and computer mediated environment data to explore characteristics, processes, and particularities of three brand communities (those centered on Ford Bronco, Macintosh, and Saab)'. The finding: these communities 'exhibit traditional markers of community: shared consciousness, shared rituals and traditions, and a sense of moral responsibility', and the commercial, mass-mediated ethos in which they sit 'affects their character and structure and gives rise to their particularities'. WHAT IT ESTABLISHES AND WHAT IT DOES NOT: it establishes that brand communities exist and have an identifiable structure. There is no outcome variable, no comparison group, no purchase measure and no claim of one. The three markers are the result, and a marker is a description. Any sentence of the form 'research shows brand communities increase loyalty' that lands on this paper is a misreading of it, and saying so is one of the most useful things the article can do.
Written from the aBSTRACT READ IN FULL at the OpenAlex work record, reconstructed from its deposited inverted index, Crossref carrying no abstract for this item. FULL TEXT NOT READ: Unpaywall records it as closed with no repository copy anywhere and Semantic Scholar reports status CLOSED. Author order confirmed at both Crossref and OpenAlex: Muniz Jr first, O'Guinn second.
What our sources record
Recorded when this source was checked, figures included, with page references and quotation marks removed.
(2001). 'Brand Community.' Journal of Consumer Research, 27(4), 412-432. doi:10.1086/319618