Skip to main content

Brand Meaning Negotiation and the Role of the Online Community: A Mini Case Study

Buy Article:

$22.79 plus tax (Refund Policy)

This paper explores the role of the brand community in relation to brand meaning creation. We use an online ethnographic approach to better understand how brand meaning is negotiated, and sometimes contested, in the Mini car owners' community. Taking a symbolic interactionist perspective, we show how brand meaning creation is an ongoing, dynamic process of interaction between the marketing environment, the individual consumer's environment and the social environment. Overall the paper demonstrates how the online environment affords marketers a unique opportunity to monitor these social interaction processes as they are actually occurring between members of a brand community.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Data/Media
No Metrics


Document Type: Research Article

Publication date: 2003-03-01

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more