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Cited by 339

The DOI matches its Crossref record; 83 of the 83 references it cites were found in a registry or an index.

Brand Public

Arvidsson, Adam, Caliandro, Alessandro·2016·Journal of Consumer Research
DOI 10.1093/jcr/ucv053
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Abstract

The concept of brand community has been used to understand how consumers create value around brands online. Recently consumer researchers have begun to debate the relevance of this concept for understanding brand-related communication on social media. Based on a data set of 8949 tweets about Louis Vuitton gathered on Italian Twitter in 2013, this article addresses these discussions by developing the alternative concept of brand publics that differ from brand communities in three important ways. First, brand publics are social formations that are not based on interaction but on a continuous focus of interest and mediation. Second, participation in brand publics is not structured by discussion or deliberation but by individual or collective affect. Third, in brand publics consumers do not develop a collective identity around the focal brand; rather the brand is valuable as a medium that can offer publicity to a multitude of diverse situations of identity. The conclusion suggests that brand publics might be part of a social media–based consumer culture where publicity rather than identity has become a core value.

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Citations

Cites

Show all 83 references

Research works printed but not linked: 21

  1. Arvidsson, 2013, The Potential of Consumer Publics,, Ephemera, 13, 367
  2. Bardhi, 2015, “A liquid perspective on Consumption,”
  3. Bauman, 2000, Liquid Modernity
  4. boyd, 2011, Social Networking Sites as Networked Publics: Affordances, Dynamics and Implication, 39
  5. Carù, 2007, Consuming Experience
  6. Colglough, 2005, Community and Social Capital. What Is the Difference?, Sociological Inquiry, 75, 474, 10.1111/j.1475-682X.2005.00133.x · doi:10.1111/j.1475-682x.2005.00133.x
  7. Cova, 2007, Consumer Tribes
  8. Gandini, 2015, Digital work: Self-branding and social capital in the freelance knowledge economy,, Marketing Theory
  9. Hebdidge, 1979, Subcultures: The Meaning of Style
  10. Katz, 1955, Personal Influence
  11. Lusch, 2006, The Service Dominant Logic of Marketing: Dialogue, Debate and Directions
  12. Maffesoli, 1996, The Time of the Tribes
  13. McWilliam, 2000, Building Stronger Brands Through Online Communities,, Sloan Management Review, 41, 43
  14. Nakassis, 2012, Counterfeiting what?: Aesthetics of brandedness and BRAND in Tamil Nadu, India,, Anthropological Quarterly, 85, 701, 10.1353/anq.2012.0046 · doi:10.1353/anq.2012.0046
  15. Parks, 2011, Social network sites as virtual communities, 105
  16. Sombart, 1913, Luxury and Capitalism
  17. Tarde, 1898, The Public and the Crowd
  18. Veblen, 1899, The Theory of the Leisure Class
  19. Wellman, 1988, Structural Analysis: From Method and Metaphor to Theory and Substance, 19
  20. Wernick, 1991, Promotional Culture. Advertising, Ideology and Symbolic Expression
  21. Zwick, Biopolitical Marketing and the Ideology of Social Media Brand Communities, Theory, Culture and Society

Cited by

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Metadata

Authors
Arvidsson, A., & Caliandro, A.
Venue
Journal of Consumer Research
Publisher
Oxford University Press (OUP)
Published
2015-10-07
Volume
42
Issue
5
Pages
727-748
ISSN
  • 0093-5301 (ISSN-L)
  • 1537-5277
DOI
10.1093/jcr/ucv053
OpenAlex
W4233052733
Cited by
339
References
83
FWCI
43.26
Type
journal article
Language
en
Open access
closed

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CoChat. (2026). Citation check: Brand Public. https://app.cochat.ai/papers/10.1093/jcr/ucv053
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Arvidsson, A., & Caliandro, A. (2016). Brand Public. Journal of Consumer Research. https://doi.org/10.1093/jcr/ucv053

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