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.
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