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A quarter century on: Reflecting on brand communities through the lens of M arketing T heory —The journal

Bernard Cova et al.

Marketing Theory2026https://doi.org/10.1177/14705931261430427article
AJG 3ABDC A
Weight
0.50

Abstract

This commentary explores the gap between the conceptual evolution of brand communities and their treatment within Marketing Theory since 2001. We begin by synthesizing key contributions from marketing research on brand communities, emphasizing the work of leading scholars in the field. Next, we reposition the notion of brand communities within the broader landscape of consumption collectives. We then reconsider the assumption that brand communities exist independently of geographical constraints. Finally, we critically examine the social implications of centering research on brand communities and related commercial phenomena.

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https://doi.org/https://doi.org/10.1177/14705931261430427

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@article{bernard2026,
  title        = {{A quarter century on: Reflecting on brand communities through the lens of M arketing T heory —The journal}},
  author       = {Bernard Cova et al.},
  journal      = {Marketing Theory},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/14705931261430427},
}

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A quarter century on: Reflecting on brand communities through the lens of M arketing T heory —The journal

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.