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Investigating Perceived Connectedness to Brand Users
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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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