"Muniz and O’Guinn (2000) defined “brand communities” as a specialized, nongeographically bound community based on a structured set of social relationships among users of a brand. After studying the Apple Macintosh, Ford Bronco, and Saab brands, they note that, like other communities, a brand community is marked by (1) a shared consciousness, (2) rituals and traditions, and (3) a sense of moral responsibility."
Brands and Branding: Research Findings and Future Priorities
Authors: Kevin Lane Keller and Donald R. Lehmann
