“Brand Community” is the term social scientists use to describe like-minded consumers who identify with a particular brand and share significant traits, which researchers Thomas C. O’Guinn and Albert Muniz describe as “shared consciousness, rituals, traditions, and a sense of moral responsibility.”1 The researchers show that consumers may organize into these communities to share their experiences of a brand. Conversely, consumers in an identifiable brand community represent a cohesive group that reflects the brand’s values.
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