Investigating benefits and tensions within brand communities
(A2025-126153)

AUTHORS

Lena Kemna, Nova School of Business and Economics; Catherine da Silveira, Nova School of Business and Economics

ABSTRACT

Through a comprehensive literature review within the field of marketing, this research aims to explore benefits and tensions inherent in brand communities. The analysis leads us to question the idea of mutual benefits and suggest the frequent imbalance of benefits between members and brand to be a main source of tensions. We further investigate the dynamics that both parties develop to alleviate tensions. The research suggests that there is a constant push and pull between brand and members in order to cope with them. As a result, brand communities tend to navigate along a spectrum that ranges from brand-managed to member-managed brand communities.