Purpose This paper aims to identify the impacts of brand communities on relational
outcomes such as word-of-mouth, advocacy and loyalty through the mediating effects of …

What does it mean to be an academic today? What kinds of experiences do students have,
and how are they affected by what they learn? Why do so many students and their teachers …

This study explores the role of consumption in the lives of B ritish adolescents, with a
particular focus on its role in forming and maintaining self‐esteem. Through a large …

Purpose–Companies should move beyond product attribute positioning to fostering affective-
laden relationships with customers, as customers often want to feel engaged with the brand …

This study explores how a platform enables social media influencers to promulgate a
consumption ideology. We show how gun influencers, or “gunfluencers,” use Instagram to …

Online consumption communities, involving millions of online consumers, have been
created around massively multiplayer online role playing games (MMORPGs). Within these …

Purpose The purpose of this paper is to explore and replicate the indirect effect of
smartphone brand tribalism on purchase intent via brand pride and brand attitude …

This introspective piece focuses on a brand divorce that was not deliberate, but rather, was
the positive consequence of a spiritual transformation through meditation. From the …

Given their societal presence, brand communities and tribes must, in some capacity,
influence marketing strategy. With a player base exceeding 50 million and annual sales …

Purpose Understanding consumer engagement in brand-centric collectives remains a
critical area of interest in the branding literature. Although various antecedents have been …