Brand Community
提出品牌社群概念，即基于品牌崇拜者之间社会关系的非地理性社群，通过民族志和网络数据分析福特Bronco、Macintosh和Saab三个品牌社群，发现其具有共享意识、仪式传统和道德责任等传统社群特征，并探讨了商业与大众媒介环境对社群的影响。
This article introduces the idea of brand community. A brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. Grounded in both classic and contemporary sociology and consumer behavior, this article uses ethnographic and computer mediated environment data to explore the characteristics, processes, and particularities of three brand communities (those centered on Ford Bronco, Macintosh, and Saab). These brand communities exhibit three traditional markers of community: shared consciousness, rituals and traditions, and a sense of moral responsibility. The commercial and mass-mediated ethos in which these communities are situated affects their character and structure and gives rise to their particularities. Implications for branding, sociological theories of community, and consumer behavior are offered.