Although heterogeneity in consumption communities is pervasive, there is little understanding of its impact on communities. This study shows how heterogeneous communities operate and interact with the marketplace. Specifically, the authors draw on actor-network theory, conceptualizing community...

This research emically documents consumers’ experience of the end of a favorite television series. Anchored in the domain of evolving narrative brands, of which TV series are an archetypal example, this work draws from narrative theory, brand relationship theory, and basic research on...

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...