A quarter century on: Reflecting on brand communities through the lens of <i>M</i> <i>arketing</i> <i>T</i> <i>heory</i> —The journal

This commentary explores the gap between the conceptual evolution of brand communities and their treatment within Marketing Theory since 2001. We begin by synthesizing key contributions from marketing research on brand communities, emphasizing the work of leading scholars in the field. Next, we reposition the notion of brand communities within the broader landscape of consumption collectives. We then reconsider the assumption that brand communities exist independently of geographical constraints. Finally, we critically examine the social implications of centering research on brand communities and related commercial phenomena.