A Multidimensional Conceptualization of Brand Community: An Empirical Investigation, pp. 20-29

P. Raj Devasagayam
Cheryl L. Buff

This research extends the study of brand community by conceptualizing and empirically investigating membership and integration in a brand community. A convenience- based random sample responded to surveys pertaining to brand community built around a basketball program on a small college campus in the Northeast. Empirical results provide valid and useful scales to measure brand community as a multidimensional construct based on spatial, temporal, and exchange characteristics. Characteristics of the focal product and brand community are discussed relative to the typology of membership proposed in the multidimensional brand community model.