Abstract

This thesis theoretically and conceptually examines the formation of brand communities through the mechanism of constitutive rhetoric. Forwarded by Muniz and O'Guinn (2001) a brand community is a "specialized, non-geographical bound community, based on a structure set of social relations among admirers of a brand" (p. 412). Although research has demonstrated the conceptual tenants of brand communities, the mechanisms through which brand communities are formed and established remain largely understudied. This thesis addresses this limitation through the application of communications theory to the brand community model, and the examination of what are believed to be of the most notable and prominent brand communities- Apple, Nike and Harley Davidson. The model forwarded in this present research represents and important avenue in understanding brand community. Understanding the antecedents of brand community, practitioners can set forth to direct and maintain their brand communities through relationship marketing initiatives, and in doing so, strengthen their brand equity. The proposed model outlines the notion that brand communities are established through persuasion and the rhetorical action of branding, and an interplay between the brand, its message and the consumer.