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March 2001

Volume 27, Number 4
© 2001 by JOURNAL OF CONSUMER RESEARCH, Inc. • Vol. 27 • March 2001
All rights reserved. 0093-5301/2001/2704-0002$03.00
DOI: 10.1086/319618

Brand Community

Albert M. Muniz, Jr.

Thomas C. O’Guinn*

This article introduces the idea of brand community. A brand community is a specialized, non‐geographically bound community, based on a structured set of social relations among admirers of a brand. Grounded in both classic and contemporary sociology and consumer behavior, this article uses ethnographic and computer mediated environment data to explore the characteristics, processes, and particularities of three brand communities (those centered on Ford Bronco, Macintosh, and Saab). These brand communities exhibit three traditional markers of community: shared consciousness, rituals and traditions, and a sense of moral responsibility. The commercial and mass‐mediated ethos in which these communities are situated affects their character and structure and gives rise to their particularities. Implications for branding, sociological theories of community, and consumer behavior are offered.

[Received July 1998. Revised June 2000. Robert E. Burnkrant served as editor, and Melanie Wallendorf served as associate editor for this article.]

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  • *Albert M. Muniz, Jr., is assistant professor of marketing, DePaul University, 7510 DePaul Center, 1 East Jackson Boulevard, Chicago, IL 60604‐2287 (). Thomas C. O'Guinn is professor of advertising and business administration, and professor of sociology, University of Illinois, 119 Gregory Hall, Urbana, IL 61801 (). The authors would like to thank three reviewers, the associate editor, and the editor. In addition they would like to express their thanks to Claude Fischer, Department of Sociology, University of California, Berkeley; Gillian Stevens and Gray Swicegood, Department of Sociology, University of Illinois at Urbana‐Champaign; Linda Scott, Department of Advertising, University of Illinois at Urbana‐Champaign; Stephanie O'Donohoe, Department of Marketing, University of Edinburgh; Jennifer Drolet, University of North Carolina; John Pracejus, University of Alberta; Mariam Catterall, Queen's University of Belfast; Darach Turley and the marketing group at Dublin City University; Jim Bettman, John Lynch, and the marketing group at the Fuqua School of Business, Duke University; Russ Winer and the marketing group at University of California, Berkeley; Seymour Sudman and the first author's dissertation committee at the University of Illinois at Urbana‐Champaign; the staff of Elmo's Diner, Durham, NC.; and the citizens of Fairlawn.

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