Another dimension that adds complexity to the study of
communities is their basis of identification. Communities
may be based on such wide-ranging commonalities as kinship
ties, occupational connections, religious beliefs, or
leisure pursuits. In the context of any person’s life, some
communities may overlap and interlock significantly. Others
may represent separate arenas of activity. Scholars of brand
community often neglect the effects of multiple community
memberships. Interesting questions arise when the possibility
of interlocking community ties is recognized. For example,
does commitment to a brand community increase (or
decrease) if other members of a person’s extended family,
neighborhood, or work community also belong