The discussion begins with a review of literature regarding the postmodern consumer, outlining two different views of postmodern society. This brief description of the postmodern consumer leads to the discussion of how consumers add meaning to their lives through consumption. Hirschman and Holbrook (1982) highlight the importance of the experiential aspects of consumption, and Belk (1988) describes how the consumption of our possessions contributes to the social organisation of our extended self. Elliott and Wattanasuwan (1998) extend on Belks (1988) argument, proposing that brands are typic resources for the lay downion of both self identity and social identity. not only do consumers consume brands in order to construct their identity, but Fournier (1998) proposes that consumers become attached to brands and develop relationships with brands. This leads to the discussion of the phenomenon of postmodern brand community and how it influences consumption behaviors and motivations.
Cova (1997) introduces the notion of the linking value of consumption, which is followed by a deeper look at the phenomenon of brand community inwardly the postmodern age. The reviewed literature regarding community includes Schouten and McAlexanders (1995) notion of subcultures of consumption, and Belk and Gulners (2005) brand cult. This is followed by an introduction to Muniz and OGuinns (2001) invention of brand community. McAlexander, Schouten and Koenig (2002) build on Muniz and OGuinns brand community idea, proposing an extension of the brand community model. Research relate on the idea of brand community is reviewed, including case studies on...If you take to get a full essay, order it on our website: Orderessay
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