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    A heterogeneous perspective of brand community

    260776.pdf (83.45Kb)
    Access Status
    Open access
    Authors
    Roy, Rajat
    Phau, Ian
    Lee, Thomas
    Date
    2011
    Type
    Conference Paper
    
    Metadata
    Show full item record
    Citation
    Roy, R. and Phau, I. and Lee, T. 2011. A heterogeneous perspective of brand community, in C. Jayachandran and Sudhi Seshadri (ed), 12th International Conference of the Society for Global Business & Economic Development, Jul 21-23 2011. Singapore: SGBED.
    Source Title
    Proceedings of the 12th international conference of the Society for Global Business and Economic Development
    Source Conference
    Society for Global Business and Economic Development Conference
    ISBN
    9780983789802
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/62148
    Collection
    • Curtin Research Publications
    Abstract

    Current view on brand community conceptualizes the construct as a collection of highly homogeneous members despite some recent evidence that community members might be heterogeneous. Extant scholars call for more research to establish sources of such heterogeneity. This article shows that members of a brand community e.g. fans of a sports club, can be meaningfully segmented into clusters based on relationships that consumers may have with a brand community e.g. with the product, brand, organization, and other consumers. Using data from a large survey, we apply cluster analysis techniques to meaningfully segment the fans of a sports club. Further, based on arguments from sports marketing literature, we establish that these clusters can vary significantly in terms of their psychological underpinnings like different motivations to consume sports.

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