Constitutive marketing: towards understanding brand community formation

Material TypeArticleLanguageEnglish
TitleConstitutive marketing: towards understanding brand community formation Author(S)Ana Kilambi (Author)
Abstract  This paper theoretically and conceptually examines the formation of brand communities through the mechanisms of constitutive rhetoric. Although research has identified the conceptual tenets of brand communities, the mechanisms through which brand communities are formed and established remain largely understudied. This paper addresses this limitation through using communications theory to develop a model of brand community formation and the examination through historical case studies of the most notable and prominent brand communities: Apple, Nike and Harley-Davidson ...Paginationp 45-64
SubjectManagementDescriptorsAdvertising
Journal TitleInternational Journal of Advertising  
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