02010nas a2200169   4500008004100000245002900041210002900070260000900099300001000108490000700118520157000125653001401695100002101709700001901730700001601749856007501765       2002                        eng d00aBuilding Brand Community0 aBuilding Brand Community  c2002  a38-540 v663 aDrawing from ethnographic and quantitative work with owners of Jeep and Harley-Davidson vehicles, the authors examine the phenomenon of brand community as a potential basis for sustainable competitive advantage. The authors develop an expanded conceptualization of brand community and test its usefulness in both theory and practice. A brand community from a customer-experiential perspective is a fabric of relationships in which the customer is centrally situated. Crucial components of the brand community are customers' relationships with the brand, with the firm, with the product in use, and with fellow customers. The relationships that form a brand community develop in contexts that are dynamic and subject to marketing influence. Variables such as geographic concentration, richness of social context, duration of contact, and memberships in multiple or overlapping communities all mediate the experience of community. In this article, the authors examine the influence of brandfeststhat is, programs strategically designed to enhance customer experience with the brandon the many component relationships of a brand community. The results demonstrate that marketers can strengthen brand communities by facilitating shared customer experiences. Finally, this work yields a new and richer conceptualization of customer loyalty as integration in a brand community. According to the analysis, a customer's loyalty to a brand consists of the cumulative and holistic effect of all the relationships the customer experiences as a member of a brand community.10aMarketing1 aMcAlexander, Jim1 aSchouten, John1 aKoenig, Hal  uhttps://dev.business.oregonstate.edu/biblio/building-brand-community-001842nas a2200157   4500008004100000245006500041210006400106260000900170300001000179490000700189520133700196653001401533100001901547700002101566856009701587       1995                        eng d00aSubcultures of Consumption: An Ethnography of the New Bikers0 aSubcultures of Consumption An Ethnography of the New Bikers  c1995  a43-610 v223 aThis article introduces the subculture of consumption as an analytic category through which to better understand consumers and the manner in which they organize their lives and identities. Recognizing that consumption activities, product categories, or even brands may serve as the basis for interaction and social cohesion, the concept of the subculture of consumption solves many problems inherent in the use of ascribed social categories as devices for understanding consumer behavior. This article is based on three years of ethnographic fieldwork with Harley-Davidson motorcycle owners. A key feature of the fieldwork was a process of progressive contextualization of the researchers from outsiders to insiders situated within the subculture. Analysis of the social structure, dominant values, and revealing symbolic behaviors of this distinct, consumption-oriented subculture have led to the advancement of a theoretical framework that situates subcultures of consumption in the context of modem consumer culture and discusses, among other implications, a symbiosis between such subcultures and marketing institutions. Transferability of the principal findings of this research to other subcultures of consumption is established through comparisons with ethnographies of other self-selecting, consumption-oriented subcultures.10aMarketing1 aSchouten, John1 aMcAlexander, Jim  uhttps://dev.business.oregonstate.edu/biblio/subcultures-consumption-ethnography-new-bikers-000451nas a2200157   4500008004100000245003400041210003400075260000900109300001200118490000600130653001400136100002100150700001900171700002300190856008000213       1993                        eng d00aConsumer Behavior and Divorce0 aConsumer Behavior and Divorce  c1993  a153-1840 v610aMarketing1 aMcAlexander, Jim1 aSchouten, John1 aRoberts, Scott, D.  uhttps://dev.business.oregonstate.edu/biblio/consumer-behavior-and-divorce-001212nas a2200169   4500008004100000245008000041210006900121260000900190300001200199490000600211520063100217653001400848100002100862700001900883700001900902856012100921       1991                        eng d00aPositioning Professional Services: Segmenting the Financial Services Market0 aPositioning Professional Services Segmenting the Financial Servi  c1991  a149-1660 v73 aMarket segmentation and positioning allow marketers to differentiate themselves from competitors in a manner that is valued by customers and results in competitive advantage. Through an analysis of the financial services market this study develops a segmentation and positioning strategy based on the proposition that consumers employ many kinds of professional service providers to compensate for their own inability or unwillingness to perform certain tasks. Groups of similarly classified informants were examined to create profiles of four distinct market segments with unique needs, expectations, and evaluative criteria.10aMarketing1 aMcAlexander, Jim1 aSchouten, John1 aScammon, Debra  uhttps://dev.business.oregonstate.edu/biblio/positioning-professional-services-segmenting-financial-services-market-0