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Rethinking Knowledge Management pp 247–274Cite as

Consumer Knowledge, Social Sensemaking and Negotiated Brand Identity

The Not-So-Simple Place of Consumer Communities in Management Studies

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Part of the book series: Information Science and Knowledge Management ((ISKM,volume 12))

Strong consumer brands have shifted, lately, from a traditional—advertising-based—way of communicating with consumers to a more interactive and networked approach, which often include relevant investments in a brand community.

A brand community is described in the literature as “a specialized, nongeographically bound community, based on a structured set of social relations among admirers of a brand.” These communities play a relevant role in building a stronger bond between brands and consumers, so that the affective ties tend to transform in advocative consumer behavior and loyal relationships. But brand communities can also provide a number of valuable learning opportunities for both customers and the organizations that sponsor them. This paper wants to explore the process through which these learning objectives are met, and the social level variables that influence the nature and the evolution of this process.

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  1. SDA, Bocconi, Milan, Italy

    Andreina Mandelli

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  1. School of Communication, Information and Library Studies, The State University of New Jersey, 4 Huntington St, New Brunswick, NJ, 08901, USA

    Claire R. McInerney

  2. School of Library and Information Science, Indiana University, 1320 East 10th Street, LI 011, Bloomington, IN, 47405-3907, USA

    Ronald E. Day

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Mandelli, A. (2007). Consumer Knowledge, Social Sensemaking and Negotiated Brand Identity. In: McInerney, C.R., Day, R.E. (eds) Rethinking Knowledge Management. Information Science and Knowledge Management, vol 12. Springer, Berlin, Heidelberg. https://doi.org/10.1007/3-540-71011-6_11

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