Symbolic consumption in the case of brand communities

Abstract

The idea of symbolic consumption is based on the assumption that consumption is more than just functional problem solving: products and brands have significant meanings; therefore, they can be utilized as symbols in the cultural ecosystem. However, grasping the meaning of a specific brand can be confusing because it would presume knowledge about the brand as a symbol shared by the customers. We review the contradicting findings in the literature about the symbolic meaning of brands, and we initiate a new reference point in order to dissolve the above mentioned conflict. According to our understanding, the symbolic meaning of a brand shall be examined in the context of specific brand communities and not in general. We suggest that limiting the scope of research to brands with brand communities resolves several limitations of symbolic consumption studies focusing on general issues. Our theoretical model distinguishes the different types of brand communities based on their main cohesive force. In the model, at one end we find image based brand communities where the brand image is the main cohesive force, while at the other end we find brand-subcultures where the members are more committed to each other than to the brand.

Senior citizens’ perspective on the value offerings of third place via customer to customer (C-2-C) engagement

“…Findings on social status value experience is supported in the body of work on symbolic consumption experiences (Lanier and Rader, 2017;O'Cass and Muller, 2015). Pronay and Hetesi (2016) explained that consumers associate with symbolic goods not only for their use value but also because they intend to communicate a message to others, or in many cases, to themselves. Similarly, Thomas and Emond (2017) claimed that the social lives of senior citizens are symbolic in nature.…”

Investigation of sense of community among cyclists

“…Communities are no longer required to be geographically close to each other. It is sufficient to mutually recognize a common identity, and if this is achieved, individuals may be symbolically close to each other, even if they are separated by a significant distance (PrónayHetesi, 2016).…”

“…Consumer communities can also form, which are an integral part of the marketing field. In this case, individuals explore groups in which they feel comfortable, have an experience, and can identify with common values (PrónayHetesi, 2016). The formed groups play a significant role in the (purchasing) decision-making and behavioral processes due to the individual's desire to resemble or imitate the group (Hofmeister-Tóth, 2006).…”

Consumo simbólico e representação do self: um estudo de interações em uma comunidade virtual de usuários Ubuntu-Br

“…In this perspective, the objects are no longer seen only as functional tools and are now valued by the set of identity-related to the identity attributed to them in a particular cultural context (PRONAY and HETESI, 2016). That is, the objects shall be purchased and used not only by their ability to perform specific functions, but rather, for their meanings and the desire to possess them to show others.…”