Resumen de Constitutive marketing: towards understanding brand community formation

Ana Kilambi, Michel Laroche, Marie Odile Richard

• This paper theoretically and conceptually examines the formation of brand communities through the mechanisms of constitutive rhetoric. Although research has identified the conceptual tenets of brand communities, the mechanisms through which brand communities are formed and established remain largely understudied. This paper addresses this limitation through using communications theory to develop a model of brand community formation and the examination through historical case studies of the most notable and prominent brand communities: Apple, Nike and Harley-Davidson. The model outlines the notion that brand communities are established through persuasion and the rhetorical action of branding, and the interplay among the brand, its message and consumers. Understanding the antecedents of brand community, marketers can set forth to direct, grow and maintain their brand communities through subtle relationship marketing initiatives, and, in doing so, strengthen their brand equity.