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...Read more
