Emergence in Brand Communities

A Case of Creating Meanings for MINI

Abstract

In this study, I focus on consumption practices in a brand community, and examine the social construction of brand meanings. Through content analysis of MINI advertisements and my 8 months fieldwork in the MINI brand community, I found that owners construct different meanings from what marketers may have intended. Owners co-create meanings for MINI by three interrelated practices: customizing products, differentiating from other brands and owners, and building a social bond.