Abstract
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.
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 language | English |
|---|---|
| Title of host publication | The 12th SGBED Conference Proceedings |
| Subtitle of host publication | Building Capabilities for Sustainable Global Business: Balancing Corporate Success & Social Good |
| Editors | Sudhi Seshadri, Lee Kong Chian |
| Pages | 1423-1432 |
| Number of pages | 10 |
| Publication status | Published - Jul 2011 |
| Externally published | Yes |
| Event | 12th SGBED Conference: Building Capabilities for Sustainable Global Business: Balancing Corporate Success & Social Good - Singapore Duration: 21 Jul 2011 → 23 Jul 2011 http://www.sgbed.com/past-conferences/ |
Conference
| Conference | 12th SGBED Conference |
|---|---|
| City | Singapore |
| Period | 21/07/11 → 23/07/11 |
| Internet address |