TY  - CHAP
AB  - 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.
VL  - 13
SN  - 978-1-78052-116-9, 978-1-78052-117-6/0885-2111
DO  - 10.1108/S0885-2111(2011)0000013007
UR  - https://doi.org/10.1108/S0885-2111(2011)0000013007
AU  - Canniford Robin
ED  - Russell W. Belk
ED  - Kent Grayson
ED  - Albert M. Muñiz
ED  - Hope Jensen Schau
PY  - 2011
Y1  - 2011/01/01
TI  - A Typology of Consumption Communities
T2  - Research in Consumer Behavior
T3  - Research in Consumer Behavior
PB  - Emerald Group Publishing Limited
SP  - 57
EP  - 75
Y2  - 2024/04/24
ER  -