Show simple item record

dc.contributor.authorRoy, Rajat
dc.contributor.authorPhau, Ian
dc.contributor.authorLee, Thomas
dc.contributor.editorC. Jayachandran
dc.contributor.editorSudhi Seshadri
dc.identifier.citationRoy, 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.

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.

dc.publisherSociety for Global Business and Economic Development
dc.subjectBrand community
dc.subjectmotivation to consume sports
dc.subjectcluster analysis
dc.titleA heterogeneous perspective of brand community
dc.typeConference Paper
dcterms.source.titleProceedings of the 12th international conference of the Society for Global Business and Economic Development
dcterms.source.seriesProceedings of the 12th international conference of the Society for Global Business and Economic Development
dcterms.source.conferenceSociety for Global Business and Economic Development Conference
dcterms.source.conference-start-dateJul 21 2011
curtin.departmentSchool of Marketing
curtin.accessStatusOpen access

Files in this item


This item appears in the following Collection(s)

Show simple item record