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Magazine communities: brand community formation in magazine consumption

Magazine communities: brand community formation in magazine consumption Purpose – The magazine industry is currently experiencing a period of significant growth, resulting in increased competition in the marketplace. As a consequence of these changes many magazine producers are being forced to look for fresh and innovative ways to attract and retain readers. By broadening our understanding of how brand community relates to the consumption of products such as magazines, this paper aims to highlight the way in which the community concept offers opportunities to further bridge the gap between a product and the needs of the consumer. Design/methodology/approach – The study follows a qualitative approach, using a two‐stage research design consisting of semi‐structured intercept interviews and focus group inquiry. Findings – The research generated a number of findings in regards to magazine loyalty, brand attachment, reader connections, community formation and the use of traditional brand community support tools in the magazine industry context. Research limitations/implications – Overall, magazine consumption is found to be conducive to brand community formation, and a number of recommendations and guidelines for fostering and supporting magazine brand communities can thus be given. Originality/value – This paper extends existing brand community knowledge and current research by investigating the factors driving the formation of brand community in a specific context. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sociology and Social Policy Emerald Publishing

Magazine communities: brand community formation in magazine consumption

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Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
0144-333X
DOI
10.1108/01443330710757249
Publisher site
See Article on Publisher Site

Abstract

Purpose – The magazine industry is currently experiencing a period of significant growth, resulting in increased competition in the marketplace. As a consequence of these changes many magazine producers are being forced to look for fresh and innovative ways to attract and retain readers. By broadening our understanding of how brand community relates to the consumption of products such as magazines, this paper aims to highlight the way in which the community concept offers opportunities to further bridge the gap between a product and the needs of the consumer. Design/methodology/approach – The study follows a qualitative approach, using a two‐stage research design consisting of semi‐structured intercept interviews and focus group inquiry. Findings – The research generated a number of findings in regards to magazine loyalty, brand attachment, reader connections, community formation and the use of traditional brand community support tools in the magazine industry context. Research limitations/implications – Overall, magazine consumption is found to be conducive to brand community formation, and a number of recommendations and guidelines for fostering and supporting magazine brand communities can thus be given. Originality/value – This paper extends existing brand community knowledge and current research by investigating the factors driving the formation of brand community in a specific context.

Journal

International Journal of Sociology and Social PolicyEmerald Publishing

Published: Jun 26, 2007

Keywords: Communities; Consumption; Magazines; Brands

References