Brand Secret Micro-Collectives

Heather Johnson Dretsch and Colbey Emmerson Reid

Journal of the Association for Consumer Research, 2021, vol. 6, issue 4, 462 - 473

Abstract: Brand secrets are discoverable locations, options, and experiences selectively shared with a smaller subset of consumers. This article introduces the related construct of a brand secret micro-collective, a miniature consumer social group bound by shared special knowledge of a brand secret. We explore the experiential arcs associated with the bonds of shared special knowledge in brand secret micro-collectives.

Date: 2021
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