Community in context: Comparing brand communities and retail store communities

摘要

Most studies on community in marketing examine a branding context. Few look at community in the retailing context. The present study aimed to examine whether retail store communities exist in the same way as brand communities. We collected data via a field-based, student sample and a national panel of adult consumers. These data revealed three characteristics of community. The findings also showed that some consumers did not experience community in the retail store. Based on these findings, we discuss differences between retail store communities and brand communities.