A quarter century on: Reflecting on brand communities through the lens of Marketing Theory—The journal
Published online on February 24, 2026
Abstract
Marketing Theory, Ahead of Print.
This commentary explores the gap between the conceptual evolution of brand communities and their treatment withinMarketing Theorysince 2001. We begin by synthesizing key contributions from marketing research on brand communities, emphasizing the work of ...
This commentary explores the gap between the conceptual evolution of brand communities and their treatment withinMarketing Theorysince 2001. We begin by synthesizing key contributions from marketing research on brand communities, emphasizing the work of ...