Purpose

The purpose of this article is to propose an overall framework for brand community formation that separates antecedents that lead to the formation of a brand community from those outcomes that are associated with established communities.

Design/methodology/approach

The authors approached this review through an interdisciplinary literature review that delineated psychological, structural and behavioral processes that underline the formation of the brand community, often illustrated by contemporary cases in the sport industry.

Findings

The findings outline 18 different constructs, categorized in three overarching dimensions, separating structural, behavioral and psychological constructs. The authors posit these 18 constructs are at the heart of brand community formation. These constructs provide managers with a guide to inform their efforts to form a new brand community.

Originality/value

It is emphasized that brand community formation is a complex process that is paradoxical in nature and requires organizations to balance a non-interventionist approach that would allow for consumer empowerment, with a pro-active approach that creates conditions for a successful brand community formation process.

中文翻译：

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服务管理中的品牌社区形成：体育产业的经验教训

目的

本文的目的是提出一个品牌社区形成的总体框架，将导致品牌社区形成的前因与与已建立的社区相关的结果分开。

设计/方法论/途径

作者通过跨学科文献综述进行了这篇综述，该文献综述描绘了强调品牌社区形成的心理、结构和行为过程，通常以体育行业的当代案例来说明。

发现

研究结果概述了 18 种不同的结构，分为三个总体维度，将结构、行为和心理结构分开。作者认为这 18 个结构是品牌社区形成的核心。这些结构为管理者提供了指导，以告知他们为形成新的品牌社区所做的努力。

原创性/价值

需要强调的是，品牌社区的形成是一个复杂的过程，本质上是自相矛盾的，需要组织在允许消费者赋权的非干预方法与为成功的品牌社区形成过程创造条件的积极主动方法之间取得平衡。