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Cited by 2,624

The DOI matches its Crossref record; 12 of the 12 references it cites were found in a registry or an index.

Building Brand Community

McAlexander, James H., Schouten, John W., Koenig, Harold F.·2002·Journal of Marketing
DOI 10.1509/jmkg.66.1.38.18451
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Abstract

A brand community from a customer-experiential perspective is a fabric of relationships in which the customer is situated. Crucial relationships include those between the customer and the brand, between the customer and the firm, between the customer and the product in use, and among fellow customers. The authors delve ethnographically into a brand community and test key findings through quantitative methods. Conceptually, the study reveals insights that differ from prior research in four important ways: First, it expands the definition of a brand community to entities and relationships neglected by previous research. Second, it treats vital characteristics of brand communities, such as geotemporal concentrations and the richness of social context, as dynamic rather than static phenomena. Third, it demonstrates that marketers can strengthen brand communities by facilitating shared customer experiences in ways that alter those dynamic characteristics. Fourth, it yields a new and richer conceptualization of customer loyalty as integration in a brand community.

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Cites

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Citations

Cites

Show all 12 references

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Metadata

Authors
McAlexander, J. H., Schouten, J. W., & Koenig, H. F.
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
2002-01
Volume
66
Issue
1
Pages
38-54
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.1509/jmkg.66.1.38.18451
OpenAlex
W2117356399
Cited by
2,624
References
12
FWCI
140.43
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)

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CoChat. (2026). Citation check: Building Brand Community. https://app.cochat.ai/papers/10.1509/jmkg.66.1.38.18451
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McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building Brand Community. Journal of Marketing. https://doi.org/10.1509/jmkg.66.1.38.18451

Data sources

Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.