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A Typology of Consumption Communities

Research in Consumer Behavior

ISBN: 978-1-78052-116-9, eISBN: 978-1-78052-117-6

Publication date: 7 November 2011


Purpose – This conceptual chapter clarifies concepts of marketplace community.

Methodology/Approach – Through a review of selected CCT studies, the chapter explores and reviews theories of subcultures of consumption, brand communities and consumer tribes.

Findings – Subcultures of consumption, brand communities and consumer tribes exhibit divergent qualities that are summarised in a typology of communities.

Research implications – The perspectives offered by tribal studies present powerful tools that compliment subcultural and brand community approaches to understanding the construction of marketplace cultures.

Practical implications – Theory that improves the understanding of different features of marketplace communities can help marketing practitioners to determine more appropriate communal marketing strategies.

Originality/Value of paper – This chapter recommends a consistent and commonly shared set of descriptive and theoretical terms for different kinds of marketplace community.



Canniford, R. (2011), "A Typology of Consumption Communities", Belk, R.W., Grayson, K., Muñiz, A.M. and Jensen Schau, H. (Ed.) Research in Consumer Behavior (Research in Consumer Behavior, Vol. 13), Emerald Group Publishing Limited, Leeds, pp. 57-75.



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