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Otnes, Cele C Otnes, Cele C Viswanathan, Madhubalan Rindfleisch, Aric Torelli, Carlos Wooten, David Arias, Robert Alfonso 2019-11-26T20:35:00Z 2019-11-26T20:35:00Z 2019-07-12 2019-08 In this dissertation, I explore the spectrum of positive and negative consumer experiences within brand communities. Specifically, I study how consumers proactively pursue positive experiences, and how they reactively manage negative experiences in this social marketspace. In Essay 1, I offer an integrative perspective with which to study belonging in consumption. Specifically, I utilize qualitative data from written narratives and an 11-month ethnography to illustrate a belonging process within an established brand community. I investigate how individuals navigate this process, and how people deliberately control what and how they consume to belong. In so doing, I specifically demarcate belonging-laden constructs, and describe their interrelationships. In my second essay, I draw from theory regarding the management of organizational conflict to illuminate tensions between focal consumers and the firm. Importantly, I illustrate how the firm’s relationship with other brand community members (i.e., other consumers, marketing agents, service providers) influence the focal consumer’s experience. I advance scholars’ conceptualization of the brand community, and I argue that in addition to examining positive consumer experiences within this social context, academics should also investigate the negative experiences that occur in such a community. Specifically, I contend that conflict is a pervasive force in this marketplace context which requires rigorous study. Utilizing interviews, observation, and archival data, I contribute to extant theory by delineating how conflict emerges within a brand community. I explain consumers’ emotional and cognitive reactions to such conflict, and I illuminate how consumers choose to navigate it. I conclude explicating theoretical and practical implications. Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2019-11-26 without embargo terms The student, Robert Arias, accepted the attached license on 2019-07-10 at 19:39. The student, Robert Arias, submitted this Dissertation for approval on 2019-07-10 at 19:40. This Dissertation was approved for publication on 2019-07-12 at 12:25. DSpace SAF Submission Ingestion Package generated from Vireo submission #14255 on 2019-11-26 at 12:52:19 Made available in DSpace on 2019-11-26T20:35:00Z (GMT). No. of bitstreams: 3 ARIAS-DISSERTATION-2019.pdf: 1665963 bytes, checksum: 8e09c6ad2e4a7d23e1a7bd7f0c7a91fa (MD5) LICENSE.txt: 4209 bytes, checksum: bb96900f0680e5f77e73e944a5ae4461 (MD5) PROQUEST_LICENSE.txt: 4555 bytes, checksum: d414f38748f656194400c00ace41f9f9 (MD5) Previous issue date: 2019-07-12 application/pdf http://hdl.handle.net/2142/105671 en Copyright 2019 Robert Arias consumer behavior community brand community brand communities brand community conflict belonging Understanding how consumers navigate relationships within communities: Two essays text text Business Administration Business Administration University of Illinois at Urbana-Champaign Dissertation Ph.D.