ABSTRACT
This chapter aims to understand the collectivist and constructivist aspects of consumption. It explores the characteristics of the four types of communities of consumption and their differences and similarities. The chapter discusses the branding implications of the four types of communities of consumption. It examines the phenomena of brand avoidance and anti-consumption and the different types of political consumption. The chapter demonstrates the enormous scope and potential brand communities offer organisations seeking to achieve strong brand equity. The concept of the brand community, along with the other types of communities of consumption, recognises the social dimension of brands. Consumption communities are crucial to the success of brand development strategies because they can carry and circulate value, can undermine marketing campaigns, or raise them to new success levels. There are four types of consumption communities: subcultures of consumption, brand communities, consumer tribes, and brand publics.
