2021 journal article

Brand Secret Micro-Collectives

Journal of the Association for Consumer Research, 5.

Heather Dretsch

Source: ORCID
Added: June 16, 2021

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.