Community in context: Comparing brand communities and retail store communities

Autor:	Cara Peters, Charles D. Bodkin
Rok vydání:	2018
Předmět:	Marketing Brand community ComputerApplications_GENERAL 0502 economics and business 05 social sciences 050211 marketing Sample (statistics) Context (language use) Moral responsibility Business 050203 business & management
Zdroj:	Journal of Retailing and Consumer Services. 45:1-11
ISSN:	0969-6989
DOI:	10.1016/j.jretconser.2018.08.001
Popis:	Most studies on community in marketing examine a branding context. Few look at community in the retailing context. The present study aimed to examine whether retail store communities exist in the same way as brand communities. We collected data via a field-based, student sample and a national panel of adult consumers. These data revealed three characteristics of community. The findings also showed that some consumers did not experience community in the retail store. Based on these findings, we discuss differences between retail store communities and brand communities.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::3944b0eec784c7f67a90b596520d688f https://doi.org/10.1016/j.jretconser.2018.08.001 Zobrazit plný text záznamu Full Text from ScienceDirect