Ethnographic Findings
Brandfests, in essence, provide for geotemporal distillations
of a brand community that afford normally dispersed member
entities the opportunity for high-context interaction.
These conditions prevail for all the types of customercentric
relationships that make up a brand community. In
this section, we present findings that both support and
extend Muniz and O’Guinn’s (2001) brand community
work, especially with respect to their central issues of consciousness
of kind, shared rituals and traditions, and sense
of moral responsibility. We then expand on the dynamics of
geography, social context, temporality, and interlocking communities. Last, we offer a new conceptualization of customer
loyalty as integration in a brand community