Strategic Brand Management and Development

Chapter6

Consumer collectives, brand avoidance, and political consumption

Chapter aims and learning outcomes

This chapter corresponds to the second stage of Keller and Swaminathan’s (2020) strategic brand management process, i.e. designing and implementing brand marketing programmes (see Figure 6.1), and explores branding and consumption from a sociological perspective. More specifically, it aims to achieve the following:

1.Understand the collectivist and constructivist aspects of consumption.

2.Explore the characteristics of the four types of communities of consumption (consumer collectives) and understand their differences and similarities.

3.Discuss the branding implications of the four types of communities of consumption.

4.Understand ...