Doctor of Philosophy (PhD)


Marketing (Business Administration)

Document Type



The work presented here explores and conceptually documents the consumer’s experience of brand communities—groups of people brought together by their mutual appreciation of a commercial brand. The relationships between individuals’ motives for joining, their participation, and the social and brand-related outcomes associated with such groups are tested. In addition, the role of Brand Love in the individual’s experience is assessed. The results of the research indicate that Participation may reduce the influence of a person’s original reasons for joining the community on the ultimate outcomes of membership. Further, a person’s degree of love for the underlying brand influences the likelihood of individual level social outcomes such as the definition of one’s social identity being rooted in group membership. Lastly, the data collection method utilized through the final two essays of this text represents an innovative approach of great efficiency and effectiveness. In sum, these studies establish a theoretical framework that proves informative on both an academic and practical level and instructive for future research.



Document Availability at the Time of Submission

Release the entire work immediately for access worldwide.

Committee Chair

Burns, Al

Included in

Marketing Commons