Brands, Fans, and Exchanges

2022 ◽  
pp. 1-19
Author(s):  
Breanna M. Todd ◽  
Catherine Anne Armstrong Soule
Keyword(s):  
Social Status ◽  
Pop Culture ◽  
Two Dimensions ◽  
Brand Community ◽  
Community Based ◽  
Relationship Type ◽  
Brand Communities ◽  
Starting Point ◽  
Different Types ◽  
Rich History

Although fandom has a rich history within pop culture, it is difficult to know what constitutes a fandom, what differentiates fandoms from similar phenomena as well as what different types of fandoms exist and how fandoms are formed and maintained. In this chapter, the authors define fandom and the related member actions that create and maintain fandoms, as well as delineate the concept from the similar fan-brand communities of transactional brand communities, social brand communities and brand publics. A typology for fan-brand communities is presented with two dimensions: 1) motivation for engagement; and 2) social status and relationship type. This typology can help guide researchers, brands, and marketers in effectively managing different subcultures of fans. This chapter may be used as a starting point for further understanding of fan-brand community-based relationships.

Brands, Fans, and Exchanges

2020 ◽  
pp. 62-80
Author(s):  
Breanna M. Todd ◽  
Catherine Anne Armstrong Soule
Keyword(s):  
Social Status ◽  
Pop Culture ◽  
Two Dimensions ◽  
Brand Community ◽  
Community Based ◽  
Relationship Type ◽  
Brand Communities ◽  
Starting Point ◽  
Different Types ◽  
Rich History

Although fandom has a rich history within pop culture, it is difficult to know what constitutes a fandom, what differentiates fandoms from similar phenomena as well as what different types of fandoms exist and how fandoms are formed and maintained. In this chapter, the authors define fandom and the related member actions that create and maintain fandoms, as well as delineate the concept from the similar fan-brand communities of transactional brand communities, social brand communities and brand publics. A typology for fan-brand communities is presented with two dimensions: 1) motivation for engagement; and 2) social status and relationship type. This typology can help guide researchers, brands, and marketers in effectively managing different subcultures of fans. This chapter may be used as a starting point for further understanding of fan-brand community-based relationships.

Fans and Brands

2018 ◽  
pp. 18-34 ◽  
Author(s):  
Breanna M. Todd ◽  
Catherine A. Armstrong Soule
Keyword(s):  
Social Status ◽  
Pop Culture ◽  
Two Dimensions ◽  
Brand Community ◽  
Community Based ◽  
Relationship Type ◽  
Brand Communities ◽  
Starting Point ◽  
Rich History

Although fandom has a rich history within pop culture, it is difficult to know when fandom was formed and what constitutes a fandom. In this chapter the authors define fandom and its related activities, as well as delineate it from the similar fan-brand communities of brand communities and brand publics. A typology for fan-brand communities is presented with two dimensions: 1) motivation for engagement and 2) social status and relationship type. This typology can help guide researchers, brands, and marketers in effectively managing different subcultures of fans. This chapter may be used as a starting point for further understanding of fan-brand community-based relationships.

Fans and Brands

2020 ◽  
pp. 668-684
Author(s):  
Breanna M. Todd ◽  
Catherine A. Armstrong Soule
Keyword(s):  
Social Status ◽  
Pop Culture ◽  
Two Dimensions ◽  
Brand Community ◽  
Community Based ◽  
Relationship Type ◽  
Brand Communities ◽  
Starting Point ◽  
Rich History

Although fandom has a rich history within pop culture, it is difficult to know when fandom was formed and what constitutes a fandom. In this chapter the authors define fandom and its related activities, as well as delineate it from the similar fan-brand communities of brand communities and brand publics. A typology for fan-brand communities is presented with two dimensions: 1) motivation for engagement and 2) social status and relationship type. This typology can help guide researchers, brands, and marketers in effectively managing different subcultures of fans. This chapter may be used as a starting point for further understanding of fan-brand community-based relationships.

Online brand communities as heterogeneous gatherings: a netnographic exploration of Apple users

2017 ◽  
Vol 26 (4) ◽  
pp. 375-385 ◽  
Author(s):  
Tuğba Özbölük ◽  
Yunus Dursun
Keyword(s):  
Design Methodology ◽  
Participant Observation ◽  
Opinion Leader ◽  
Brand Community ◽  
Community Members ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Different Types ◽  
Online Brand Community

Purpose This paper aims to investigate the different types of members based on their roles within an online brand community dedicated to Apple. Design/methodology/approach Design/methodology/approach Data are drawn from an 18-month netnographic study, including participant and non-participant observation. Findings Findings reveal that members of the online brand community share a common goal but they are heterogeneous in many respects. In this research, five different types of brand community members are identified: learner, pragmatist, activist, opinion leader and evangelist. These findings emphasize the heterogeneity of the brand community or the differences of members and subgroups they form in the community. Practical implications This paper offers some insights for brand managers. There are different sub-tribes in online brand communities and these sub-tribes develop their own meanings of the brand. This means that online brand communities do not form one single homogenous target group and can be segmented into subgroups. Findings also offer a deeper understanding of negative characteristics of online brand community members. The role “activist” found in this study may be crucial for marketers, as activists can represent the negative side of online brand communities. Originality/value The literature on brand communities has focused predominantly on the homogeneity of these communities. This paper extends the literature by demonstrating the heterogeneity in an online brand community. The paper contributes to the brand community literature by substantiating that online brand community members can be segmented into subgroups based on their roles within the community. In addition, the paper extends the existing literature on brand communities that has overlooked the destructive consumer roles.

Tracing the ABC’s of brand community

2019 ◽  
Vol 20 (2) ◽  
pp. 291-306 ◽  
Author(s):  
Joshua M. Lupinek
Keyword(s):  
Mass Media ◽  
Sport Marketing ◽  
Community Research ◽  
Evolutionary Stage ◽  
Brand Community ◽  
Community Based ◽  
Content Type ◽  
Brand Communities ◽  
Brand Association ◽  
General Business

Purpose The purpose of this paper is to add a needed sport foundation for the brand community conversation evolution within the International Journal of Sports Marketing and Sponsorship (Popp et al., 2016; Richelieu, 2008; Trail et al., 2016) from the spark of Gladden and Funk’s (2001) brand association and loyalty in sport. Design/methodology/approach This paper traces the evolution of brand community research from its beginnings in the general business literature to the current brand community research in sport marketing today. Muniz and O’Guinn (2001) define brand communities as a specialized and non-geographically bound community based around a set of structured social relationships amongst admirers of a brand and are often recognized as the most integral relationship component of consumers to brands (Muge and Ozge, 2013). Findings Media transcends geography and brand communities will continue to transcend geography to the boundaries of mass media. Practical implications With this growing importance on attachment to brand community (ABC) through mass media, or attachment team in the sport context, further exploration on attachment variables is critical for the success of the next evolutionary stage of brand communities. Originality/value An ABC framework in the sport setting is proposed through multidisciplinary variables gathered in a review of brand community literature to address the unique attachment perspectives of sport consumers.

eLearning Political Strategies

2017 ◽  
pp. 289-303
Author(s):  
Celia Romm-Livermore ◽  
Mahesh S. Raisinghani ◽  
Pierluigi Rippa
Keyword(s):  
Two Dimensions ◽  
The Political ◽  
Political Strategy ◽  
Political Strategies ◽  
Starting Point ◽  
Political Outcomes ◽  
Different Types ◽  
Practical Implications

The starting point for this paper is the eLearning Political Strategies (ELPoS) model. The model is based on two dimensions: 1) the direction of the political strategy (upward or downward), and 2) the scope of the political strategy (individual or group based). The interaction between the above dimensions defines four different types of eLearning political strategies, which result in different political outcomes. The model is accompanied with one case study that is divided into four parts (“acts”). Each of the acts provides an example of one of the four strategies in the model. The discussion and conclusions sections integrate the findings from the case study, outline the rules that govern the application of political strategies in the context of eLearning, and list some of the theoretical and practical implications from a better understating of the politics of eLearning.

scholarly journals Brand negativity: a relational perspective on anti-brand community participation

2020 ◽  
Vol 54 (7) ◽  
pp. 1761-1785 ◽  
Author(s):  
Laurence Dessart ◽  
Cleopatra Veloutsou ◽  
Anna Morgan-Thomas
Keyword(s):  
Community Participation ◽  
Online Survey ◽  
Two Dimensions ◽  
Willingness To Participate ◽  
Brand Community ◽  
Content Type ◽  
Brand Communities ◽  
Technology Products ◽  
Integrative View ◽  
Community Growth

Purpose This paper aims to focus on the phenomena of negative brand relationships and emotions to evidence how such relationships transpose into the willingness to participate in collective actions in anti-brand communities. Design/methodology/approach An online survey was carried out, targeting Facebook anti-brand communities, dedicated to sharing negativity toward technology products. A total of 300 members of these communities participated in the study. Findings The study shows that the two dimensions of negative brand relationship (negative emotional connection and two-way communication) lead to community participation in anti-brand communities, through the mediating role of social approval and oppositional loyalty. Anti-brand community growth is supported by members’ intentions to recommend the group and is the result of their participation. Research limitations/implications The study’s focus on technology brands calls for further research on other brand types and categories and the inclusion of other independent variables should be considered to extend understanding of collective negativity in anti-brand communities. Practical implications The paper provides insight to brand managers on the ways to manage negativity around their brand online and understand the role that brand communities play in this process. Originality/value The paper proposes the first integrative view of brand negativity, encompassing emotions and behaviors of consumers as individuals and as members of a collective, which allows the understanding of the dynamics of anti-branding and highlights the mechanisms that facilitate anti-brand community expansion.

Online Brand Communities: The Difference between Lurkers, Infrequent Posters, & Frequent Posters

2021 ◽  
pp. 0-8:08 minutes
Author(s):  
Caitlin McLaughlin
Keyword(s):  
Brand Loyalty ◽  
Purchase Intentions ◽  
Positive Outcomes ◽  
Brand Community ◽  
Community Members ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Different Types ◽  
The Difference ◽  
Positive Word Of Mouth

Brand managers are very interested in getting brand communities right because they lead to many positive outcomes, such as increased brand loyalty, purchase intentions, positive word-of-mouth, and many others. The current module discusses the various types of brand community members. Historically, brand community members have been divided into two types. However, recent research indicates that there are, indeed, three different types of members: lurkers, infrequent posters, and frequent posters. These three types of members are discussed regarding their definition, their motivation when joining these brand communities, and why understanding these differences is important to brand managers.

Crystal structure images of large gold clusters and growing crystals by HRTEM

1984 ◽  
Vol 42 ◽  
pp. 428-429
Author(s):  
L.R. Wallenberg ◽  
J.-O. Bovin ◽  
G. Schmid
Keyword(s):  
Crystal Structure ◽  
Nucleation And Growth ◽  
Close Packing ◽  
Gold Clusters ◽  
Molecular Weight Determination ◽  
Growth Mechanisms ◽  
Starting Point ◽  
Different Types ◽  
Nucleation And Growth Mechanisms ◽  
Points Of View

Metallic clusters are interesting from various points of view, e.g. as a mean of spreading expensive catalysts on a support, or following heterogeneous and homogeneous catalytic events. It is also possible to study nucleation and growth mechanisms for crystals with the cluster as known starting point.Gold-clusters containing 55 atoms were manufactured by reducing (C6H5)3PAuCl with B2H6 in benzene. The chemical composition was found to be Au9.2[P(C6H5)3]2Cl. Molecular-weight determination by means of an ultracentrifuge gave the formula Au55[P(C6H5)3]Cl6 A model was proposed from Mössbauer spectra by Schmid et al. with cubic close-packing of the 55 gold atoms in a cubeoctahedron as shown in Fig 1. The cluster is almost completely isolated from the surroundings by the twelve triphenylphosphane groups situated in each corner, and the chlorine atoms on the centre of the 3x3 square surfaces. This gives four groups of gold atoms, depending on the different types of surrounding.

Transition Times in Memory

2018 ◽  
Author(s):  
Donatella della Porta ◽  
Massimiliano Andretta ◽  
Tiago Fernandes ◽  
Eduardo Romanos ◽  
Markos Vogiatzoglou
Keyword(s):  
Theoretical Model ◽  
Social Movement ◽  
Transition Period ◽  
Two Dimensions ◽  
Democratic Regime ◽  
Organizational Models ◽  
Different Types ◽  
Transition Times ◽  
Movement Participation

The second chapter covers the main characteristics of transition time in the four countries: Italy, Greece, Spain, and Portugal. After developing the theoretical model on paths of transition, with a focus on social movement participation, the chapter looks at social movements and protest events as turning points during transition, covering in particular the specific movement actors, their organizational models, and their repertoires of action and frames. The chapter focuses on two dimensions: the role of mobilization in the transition period, which implies the analysis of how elites and masses interact, ally, or fight with each other in the process, and the outcome of transitions as continuity versus rupture of the democratic regime vis-à-vis the old one. It concludes by elaborating some hypotheses on how different modes of transition may produce different types and uses of (transition) memories.

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