Muniz & O'guinn

Muniz & O'Guinn developed a framework that explains how brands create a sense of community among consumers. They identify four key types: brand community (fans sharing identity and loyalty), brand support (helping each other and advocating for the brand), brand integration (incorporating the brand into personal identity), and brand attributions (shared beliefs about the brand). This model helps marketers understand how to foster deeper connections, encouraging consumers not just to buy but to feel part of a collective with shared values and identity centered around the brand.