文献1：
Muntilde;iz Jr, A. M., amp; Orsquo;Guinn, T. C. (2001). Brand community. Journal of consumer research, 27(4), 412-432.
A brand community is a specialized, non-geographically bound community, based on a tructured 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.
文献2：
Muntilde;iz Jr, A., amp; Schau, H. (2005). Religiosity in the abandoned Apple Newton brand community. Journal of consumer research, 31(4), 737-747.
This research explores the grassroots brand community centered on the Apple Newton, a product that was abandoned by the marketer. Supernatural, religious, and magical motifs are common in the narratives of the Newton community, including the miraculous performance and survival of the brand, as well as the return of the brand creator. These motifs invest the brand with powerful meanings and perpetuate the brand and the community, its values, and its beliefs. These motifs also reflect and facilitate the many transformative and emancipatory aspects of consuming this brand. Our findings reveal important properties of brand communities and, at a deeper level, speak to the communal nature of religion and the enduring human need for religious affiliation.
文献3
Schau, H. J., Muntilde;iz Jr, A. M., amp; Arnould, E. J. (2009). How brand community practices create value. Journal of marketing, 73(5), 30-51.
Using social practice theory, this article reveals the process of collective value creation within brand communities. Moving beyond a single case study, the authors examine previously published research in conjunction with data collected in nine brand communities comprising a variety of product categories, and they identify a common set of value-creating practices. Practices have an “anatomy” consisting of (1) general procedural understandings and rules (explicit, discursive knowledge); (2) skills, abilities, and culturally appropriate consumption projects (tacit, embedded knowledge or how-to); and (3) emotional commitments expressed through actions and representations. The authors find that there are 12 common practices across brand communities, organized by four thematic aggregates, through which consumers realize value beyond that which the firm creates or anticipates. They also find that practices have a physiology, interact with one another, function like apprenticeships, endow participants with cultural capital, produce a repertoire for insider sharing, generate consumption opportunities, evince brand community vitality, and create value. Theoretical and managerial implications are offered with specific suggestions for building and nurturing brand community and enhancing collaborative value creation between and among consumers and firms.
文献4：
Yun Mi Antorini and Albert M. Muntilde;iz Jr. The Benefi ts and Challenges of Collaborating with User Communities
Consumers develop both major and incremental innovations, but—as with innovation from any source—most user innovations are incremental in nature, designed to give “the user any improvement in any dimension such as cost reduction, increased speed, quality, consistency, and so on” ( von Hippel 1988 , 22). Consumers also develop major innovations. In a study of user innovations for the Audi brand, Fuuml;ller, Jawecki, and Muuml;hlbacher (2007) estimated that between 3 and 15 percent of ideas and suggestions made by users were completely new to the Audi Ramp;D and marketing department. Usersrsquo; ideas shaped the development and design of Audirsquo;s infotainment device. The fi nal product gained very high user acceptance, created huge market demand, and won several external awards for best usability (Personal communication with J. Fuuml;ller, February 12, 2013).
User communities are potentially rich sources of new product ideas and innovations. However, accessing these communities brings significant challenges, including how to identify users, how to engage with them, how to integrate user innovations into corporate process, and how to manage intellectual property and other aspects of the relationship. The LEGO Grouprsquo;s experience engaging with user innovators, explored in a longitudinal study of the firmrsquo;s interactions with independent and corporate-sponsored user communities, illustrates both the challenges and the rewards of collaborating with user communities.
文献5：
Hope Schau, Linda Price Collecting the Collectives: Brand Communities, Subcultures of Consumption, and Tribes
Consumption oriented collectives are groups of consumers who self-select into a group that shares a commitment to a product class, brand, consumption activity, or consumer-based ideology. Consumer research has explored a variety of these collectives including, but not limited to, consumer tribes (Cova and Cova 2002), subcultures of consumption (Schouten and McAlexander 1995), brand communities (Muntilde;iz and Orsquo;Guinn 2001), brand cults (Belk and Tumbat 2005), and microcultures (Thompson and Troester 2002).
Examining the body of literature on consumption collectives as a whole, however, reveals significant ambiguity about what constitutes each type of collective and how they are similar or different. As such, researchers ha
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文献1：
Muntilde;iz Jr, A. M., amp; Orsquo;Guinn, T. C. (2001). Brand community. Journal of consumer research, 27(4), 412-432.
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, 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.
品牌社群是一个特定的、无地理界限的，由品牌的追随者形成的基于固定的社会关系的社群。根据古典和现代的社会学和消费者行为学理论的研究，这些品牌社群体现出社群的三大传统标记：共享的意识，仪式和传统，道德责任感。这些社群的性质和结构被它们所处的商业和大众媒介的环境所影响，并赋予其特殊性。关于品牌、社群的社会学理论和对消费者行为的影响也都在文中有详细探讨。
文献2：
Muntilde;iz Jr, A., amp; Schau, H. (2005). Religiosity in the abandoned Apple Newton brand community. Journal of consumer research, 31(4), 737-747.
This research explores the grassroots brand community centered on the Apple Newton, a product that was abandoned by the marketer. Supernatural, religious, and magical motifs are common in the narratives of the Newton community, including the miraculous performance and survival of the brand, as well as the return of the brand creator. These motifs invest the brand with powerful meanings and perpetuate the brand and the community, its values, and its beliefs. These motifs also reflect and facilitate the many transformative and emancipatory aspects of consuming this brand. Our findings reveal important properties of brand communities and, at a deeper level, speak to the communal nature of religion and the enduring human need for religious affiliation.
研究探索集中在被市场营销者所抛弃的草根品牌社群Apple Newton，超自然、宗教和神奇的图案都是在Newton社区的普遍存在，包括品牌的神奇表现和生存，以及品牌创建者的回报。这些主题投资品牌具有强大的意义，并使这些品牌和社群的价值观和信念得以延续。这些动机也体现和促进了这个品牌很多的变革和解放方面。研究结果揭示了品牌社区的重要性能，并在更深层次发觉了人类在宗教的公共性和宗教信仰持久性上的需要。
文献3
Schau, H. J., Muntilde;iz Jr, A. M., amp; Arnould, E. J. (2009). How brand community practices create value. Journal of marketing, 73(5), 30-51.
Using social practice theory, this article reveals the process of collective value creation within brand communities. Moving beyond a single case study, the authors examine previously published research in conjunction with data collected in nine brand communities comprising a variety of product categories, and they identify a common set of value-creating practices. Practices have an “anatomy” consisting of (1) general procedural understandings and rules (explicit, discursive knowledge); (2) skills, abilities, and culturally appropriate consumption projects (tacit, embedded knowledge or how-to); and (3) emotional commitments expressed through actions and representations. The authors find that there are 12 common practices across brand communities, organized by four thematic aggregates, through which consumers realize value beyond that which the firm creates or anticipates. They also find that practices have a physiology, interact with one another, function like apprenticeships, endow participants with cultural capital, produce a repertoire for insider sharing, generate consumption opportunities, evince brand community vitality, and create value. Theoretical and managerial implications are offered with specific suggestions for building and nurturing brand community and enhancing collaborative value creation between and among consumers and firms.
通过使用社会实践理论揭示了品牌社区中的集体价值创造的过程。通过多案例研究法，作者研究了公布的与九个品牌社区的数据，包括不同的产品类别，最终确定一套普适的价值创造实践。这些实践可以分解为：（1）一般程序理解和规则（明确，话语知识）; （2）技能，能力和文化上适当的消费项目（默契，嵌入式知识或如何使用）; （3）情感承诺，通过行动和陈述表达。研究发现了跨品牌社区12种常见的做法，这些做法可以分为四个专题类别，通过社群消费者实现甚至超出了公司创造或预期的价值。研究还发现这种实践就像一个学徒制的生理功能一样，它赋予参与者的文化资本，产生内部分享的个性化活动，产生消费机会，表示出品牌社区的活力并创造价值。理论和管理学上的建议是：建立和培养品牌社群，增强在消费者和企业之间的合作性价值的创造。
文献4：
Yun Mi Antorini and Albert M. Muntilde;iz Jr. The Benefi ts and Challenges of Collaborating with User Communities
Consumers develop both major and incremental innovations, but—as with innovation from any source—most user innovations are incremental in nature, designed to give “the user any improvement in any dimension such as cost reduction, increased speed, quality, consistency, and so on” ( von Hippel 1988 , 22). Consumers also develop major innovations. In a study of user innovations for the Audi brand, Fuuml;ller, Jawecki, and Muuml;hlbacher (2007) estimated that between 3 and 15 percent of ideas and suggestions made by users were completely new to the Audi Ramp;D and marketing department. Usersrsquo; ideas shaped the development and design of Audirsquo;s infotainment device. The fi nal product gained very high user acceptance, created huge market demand, and won several external awards for best usability (Personal communication with J. Fuuml;ller, February 12, 2013).
User communities are potentially rich sources of new product ideas and innovations. However, accessing these communities brings significant challenges, including how to identify users, how to engage with them, how to integrate user innovations into corporate process, and how to manage intellectual property and other aspects of the relationship. The LEGO Grouprsquo;s experience engaging with user innovators, explored in a longitudinal study of the firmrsquo;s interactions with independent and corporate-sponsored user communities, illustrates both the challenges and the rewards of collaborating with user communities.
消费者可以实现突破性的和渐进式的两种创新方式，但和绝大多数的创新来源一样，大多数用户的创新在本质上是渐进的，旨在为“用户提供各方面的各种改进，比如降低成本，增加速度、质量，改善一致性等等。”消费者也发展出创造突破性的创新。在一个为奥迪汽车品牌开展的用户创新的研究中表明，顾客对奥迪研发部和营销部提出的点子和建议中有百分之三到百分之十五都是全新的。用户的想法塑造了奥迪信息娱乐设备的开发和设计，最终的产品获得了非常高的用户的认可，创造了巨大的市场需求，并多次获得外部金像奖最佳可用性。
用户社群是潜在的丰富的新产品创意和创新的来源。然而，访问这些社区带来显著的挑战，包括如何识别用户，如何与他们接触，如何将用户创新与企业的发展过程
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