The purpose of this study is to develop a formative framework of brand communities as an alternative strategy to guide marketing and public relations professionals in managing consumer relationships. In doing so, the study explores the motivations that drive brand community membership, the ritualistic practices that create community engagements, and the specific benefits brands derive from their represented brand communities.
The study adopts a qualitative approach, predicated on focus group discussions and semi-structured interviews. This approach enabled an in-depth exploration of participants’ motivations, practices, and lived experiences relating to brand community participation and management.
The study identifies six key motivations driving brand community membership, with access to hidden tips and updates, reducing consumer loneliness, and psychological ownership emerging as central drivers. The findings further reveal distinct ritualistic practices, including the use of symbolic gestures, member initiation rites, and philanthropic activities that reinforce a sense of belonging and engagement within the brand communities. From the brand managers’ perspective, we observed that brand communities generate strategic benefits such as real-time consumer insights and feedback, heightened commitment and oppositional loyalty, positive brand evangelism, support for issues and crisis management, and reduced promotional costs.
This study contributes to brand community scholarship by moving beyond dominant outcome-oriented themes to develop a formative framework. Based on the empirical findings, the study proposes a strategic framework centered on the Formation, Engagement, and Benefits of brand communities, offering both theoretical insights and practical guidance for marketing and public relations professionals.
