Description

This study provides insight into an important aspect
of brand-oriented groups: perceived connectedness to
brand users (PCBU). Based on theory and prior
research, a new type of brand-oriented group, the
brand collectivity, is introduced in this
monograph. Brand collectivities consist of
individuals who feel a connection with the consumers
of a brand, yet who are not engaged in recurrent
brand-oriented social interaction. Ten new marketing
related construct measures are developed and a model
of PCBU is empirically tested, with significant
implications provided for the marketing literature
as well as practitioners of marketing. Key
differences between brand communities and brand
collectivites are identified, in addition to how
these differences relate to consumers attitudes
toward brands. Overall, PCBU and significant
discrepancies between brand communities and brand
collectivities have been shown to affect consumer
behavior.