“…To avoid such outcomes, the literature emphasizes an alignment between consumermarketer expectations and the brand relationship history (Gambetti & Graffina, 2015;Russell, Russell, & Honea, 2015), and, more importantly, the integration of brand community and the marketer in a shared set of practices (Schau et al, 2009;Skålen, Pace, & Cova, 2015). Practice alignment poses difficulties, as consumers often perceive the marketer's attempts to control the conversation in a brand community as an overreach, and expect marketers to perform additional social and emotional brand labor to prove their commitment, which can drain resources (Cova et al, 2015b;McAlexander et al, 2002).…”