A heterogeneous perspective of brand community

Rajat Roy, Ian Phau, Thomas Lee

Research output: Chapter in Book/Report/Conference proceedingConference contributionResearchpeer-review


Current view on brand community conceptualizes the construct as a collection of highly homogeneous members despite
some recent evidence that community members might be heterogeneous. Extant scholars call for more research to
establish sources of such heterogeneity. This article shows that members of a brand community e.g. fans of a sports club,
can be meaningfully segmented into clusters based on relationships that consumers may have with a brand community
e.g. with the product, brand, organization, and other consumers. Using data from a large survey, we apply cluster
analysis techniques to meaningfully segment the fans of a sports club. Further, based on arguments from sports
marketing literature, we establish that these clusters can vary significantly in terms of their psychological underpinnings
like different motivations to consume sports.
Original languageEnglish
Title of host publicationThe 12th SGBED Conference Proceedings
Subtitle of host publicationBuilding Capabilities for Sustainable Global Business: Balancing Corporate Success & Social Good
EditorsSudhi Seshadri, Lee Kong Chian
Number of pages10
Publication statusPublished - Jul 2011
Externally publishedYes
Event12th SGBED Conference: Building Capabilities for Sustainable Global Business: Balancing Corporate Success & Social Good - Singapore
Duration: 21 Jul 201123 Jul 2011


Conference12th SGBED Conference
Internet address


Dive into the research topics of 'A heterogeneous perspective of brand community'. Together they form a unique fingerprint.

Cite this