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Theoretical Foundations and Literature Review

In: Brand Communities for Fast Moving Consumer Goods

Author

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  • Sandra Meister

Abstract

The term brand community consists of the two constitutive components: brand and community. Before providing an overview of the current research and definitions of the brand-community phenomenon, the two base terms— community and brand/branding—are described.

Suggested Citation

  • Sandra Meister, 2012. "Theoretical Foundations and Literature Review," Springer Books, in: Brand Communities for Fast Moving Consumer Goods, chapter 2, pages 8-111, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-4055-1_2
    DOI: 10.1007/978-3-8349-4055-1_2
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