A heterogeneous perspective of brand community
Current view on brand community conceptualizes the construct as a collection of highly homogeneous members despite some recent evidence that community members might be heterogeneous. Extant scholars call for more research to establish sources of such heterogeneity. This article shows that members of...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Conference Paper |
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Society for Global Business and Economic Development
2011
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/62148 |
| _version_ | 1848760797626368000 |
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| author | Roy, Rajat Phau, Ian Lee, Thomas |
| author2 | C. Jayachandran |
| author_facet | C. Jayachandran Roy, Rajat Phau, Ian Lee, Thomas |
| author_sort | Roy, Rajat |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Current view on brand community conceptualizes the construct as a collection of highly homogeneous members despite some recent evidence that community members might be heterogeneous. Extant scholars call for more research to establish sources of such heterogeneity. This article shows that members of a brand community e.g. fans of a sports club, can be meaningfully segmented into clusters based on relationships that consumers may have with a brand community e.g. with the product, brand, organization, and other consumers. Using data from a large survey, we apply cluster analysis techniques to meaningfully segment the fans of a sports club. Further, based on arguments from sports marketing literature, we establish that these clusters can vary significantly in terms of their psychological underpinnings like different motivations to consume sports. |
| first_indexed | 2025-11-14T10:21:29Z |
| format | Conference Paper |
| id | curtin-20.500.11937-62148 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T10:21:29Z |
| publishDate | 2011 |
| publisher | Society for Global Business and Economic Development |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-621482023-02-02T07:57:35Z A heterogeneous perspective of brand community Roy, Rajat Phau, Ian Lee, Thomas C. Jayachandran Sudhi Seshadri Brand community motivation to consume sports cluster analysis Current view on brand community conceptualizes the construct as a collection of highly homogeneous members despite some recent evidence that community members might be heterogeneous. Extant scholars call for more research to establish sources of such heterogeneity. This article shows that members of a brand community e.g. fans of a sports club, can be meaningfully segmented into clusters based on relationships that consumers may have with a brand community e.g. with the product, brand, organization, and other consumers. Using data from a large survey, we apply cluster analysis techniques to meaningfully segment the fans of a sports club. Further, based on arguments from sports marketing literature, we establish that these clusters can vary significantly in terms of their psychological underpinnings like different motivations to consume sports. 2011 Conference Paper http://hdl.handle.net/20.500.11937/62148 Society for Global Business and Economic Development fulltext |
| spellingShingle | Brand community motivation to consume sports cluster analysis Roy, Rajat Phau, Ian Lee, Thomas A heterogeneous perspective of brand community |
| title | A heterogeneous perspective of brand community |
| title_full | A heterogeneous perspective of brand community |
| title_fullStr | A heterogeneous perspective of brand community |
| title_full_unstemmed | A heterogeneous perspective of brand community |
| title_short | A heterogeneous perspective of brand community |
| title_sort | heterogeneous perspective of brand community |
| topic | Brand community motivation to consume sports cluster analysis |
| url | http://hdl.handle.net/20.500.11937/62148 |