Communitas and civitas: an idiographic model of consumer collectives

Variously called consumer collectives, subcultures of consumption, brand communities, consumer tribes and brand cults, consumer collectivism is a rising area of interest in scholarly and industry circles. This paper develops an idiographic conceptual model for consumer religiosity, specifically those who worship/consume in groups.Producers enjoy the positive market leverage consumer collectives can provide. Collectives develop, maintain and...