Construct · 1 fields · 1 citations

brand community integration: a standalone construct

One name. One construct. A landmark on the map.

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Branding

the extent to which a customer is tied to the product, the brand, the company and other owners, built through brandfests and shared experiences.

In branding, brand community integration refers to the extent to which a customer is tied to the product, the brand, the company and other owners, built through brandfests and shared experiences. This meaning comes from McAlexander (2002) in Journal of Marketing.[1]

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Nearby constructs

community integration1 fields · 1 citationsanchor · a standalone construct community5 fields · 7 citationsjingle · one word, five constructs extent1 fields · 1 citationsanchor · a standalone construct

References

McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building Brand Community. Journal of Marketing, 66(1), 38-54. https://doi.org/10.1509/jmkg.66.1.38.18451

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