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Cited by 2,444Consumer Behavior in Brand Consumption and IdentificationService and Product InnovationDigital Marketing and Social Media

How Brand Community Practices Create Value

Schau, Hope Jensen, Muñiz, Albert M., Arnould, Eric J.·2009·Journal of Marketing
DOI 10.1509/jmkg.73.5.30
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Abstract

Using social practice theory, this article reveals the process of collective value creation within brand communities. Moving beyond a single case study, the authors examine previously published research in conjunction with data collected in nine brand communities comprising a variety of product categories, and they identify a common set of value-creating practices. Practices have an “anatomy” consisting of (1) general procedural understandings and rules (explicit, discursive knowledge); (2) skills, abilities, and culturally appropriate consumption projects (tacit, embedded knowledge or how-to); and (3) emotional commitments expressed through actions and representations. The authors find that there are 12 common practices across brand communities, organized by four thematic aggregates, through which consumers realize value beyond that which the firm creates or anticipates. They also find that practices have a physiology, interact with one another, function like apprenticeships, endow participants with cultural capital, produce a repertoire for insider sharing, generate consumption opportunities, evince brand community vitality, and create value. Theoretical and managerial implications are offered with specific suggestions for building and nurturing brand community and enhancing collaborative value creation between and among consumers and firms.

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Crossref · 10.1509/jmkg.73.5.30

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Authors
Schau, H. J., Muñiz, A. M., & Arnould, E. J.
Affiliations
  • University of Arizona (US)
  • DePaul University (US)
  • University of Wyoming (US)
Corresponding author
  • Schau, Hope Jensen
  • Muñiz, Albert M.
  • Arnould, Eric J.
ORCID
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
2009-09
Volume
73
Issue
5
Pages
30-51
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.1509/jmkg.73.5.30
OpenAlex
W2132663861
Cited by
2,444
References
1
Citations by year
2026: 67 · 2025: 102 · 2024: 123 · 2023: 109 · 2022: 180 · 2021: 170 · 2020: 163 · 2019: 207 · 2018: 187 · 2017: 193 · 2016: 195 · 2015: 194 · 2014: 164 · 2013: 139 · 2012: 119
FWCI
259.36
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
Journal of Marketing (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
Keywords
brand community, value creation, social practice theory, consumer practices, tacit and explicit knowledge, affective commitment, cultural capital

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