How Brand Community Practices Create Value
[ABSTRACT READ IN FULL at the Crossref item record; full text not read] Schau, H. J., Muniz, A. M., Jr., & Arnould, E. J. (2009). 'How Brand Community Practices Create Value.' Journal of Marketing, 73(5), 30-51. doi:10.1509/jmkg.73.5.30. the field's most-cited statement of what members actually do. Using social practice theory with previously published research plus data collected in nine brand communities across a variety of product categories, they identify 'a common set of value-creating practices', with practices having an 'anatomy' of general procedural understandings and rules, skills and culturally appropriate consumption projects, and emotional commitments. The headline: 'there are 12 common practices across brand communities, organized by four thematic aggregates, through which consumers realize value beyond that which the firm creates or anticipates', and practices 'function like apprenticeships, endow participants with cultural capital, produce a repertoire for insider sharing, generate consumption opportunities, evince brand community vitality, and create value'. THE PRECISE THING TO SAY: this is the best available account of what members do and it is a taxonomy, not a measurement. 'Create value' here means value realised by consumers in the practice, which is not revenue, and the paper reports no revenue. Nine communities is a great deal of ethnography and no amount of ethnography is a control group.
[ABSTRACT READ IN FULL at the Crossref item record; full text not read] Schau, H. J., Muniz, A. M., Jr., & Arnould, E. J. (2009). 'How Brand Community Practices Create Value.' Journal of Marketing, 73(5), 30-51. doi:10.1509/jmkg.73.5.30. the field's most-cited statement of what members actually do. Using social practice theory with previously published research plus data collected in nine brand communities across a variety of product categories, they identify 'a common set of value-creating practices', with practices having an 'anatomy' of general procedural understandings and rules, skills and culturally appropriate consumption projects, and emotional commitments. The headline: 'there are 12 common practices across brand communities, organized by four thematic aggregates, through which consumers realize value beyond that which the firm creates or anticipates', and practices 'function like apprenticeships, endow participants with cultural capital, produce a repertoire for insider sharing, generate consumption opportunities, evince brand community vitality, and create value'. THE PRECISE THING TO SAY: this is the best available account of what members do and it is a taxonomy, not a measurement. 'Create value' here means value realised by consumers in the practice, which is not revenue, and the paper reports no revenue. Nine communities is a great deal of ethnography and no amount of ethnography is a control group.
Written from the aBSTRACT READ IN FULL at the Crossref item record; full text not read.
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Schau, H. J., Muniz, A. M., Jr., & Arnould, E. J. (2009). How Brand Community Practices Create Value. Journal of Marketing, 73(5), 30-51. doi:10.1509/jmkg.73.5.30