Theoretical Foundations and Literature Review

  • Sandra Meister


The term brand community consists of the two constitutive components: brand and community. Before providing an overview of the current research and definitions of the brand-community phenomenon, the two base terms— community and brand/branding—are described.


Social Identity Product Category Purchase Intention Brand Equity Brand Loyalty 
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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden 2012

Authors and Affiliations

  • Sandra Meister
    • 1
  1. 1.HamburgGermany

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