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Relationship of Brand Community Characteristics with Brand Community Engagement
RADS Journal of Business Management, 2019Within the era of branding and consumer liberalization, the dynamics of engaging the brand community remained the center of attention for marketers. Referring to the existing literature this research aimed to establish the causal linkage between brand community characteristics- member’s familiarity, trust with each other and perceived personalization ...
null Nawaz Ahmad +2 more
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Brand communities for mainstream brands: the example of the Yamaha R1 brand community
Journal of Consumer Marketing, 2012PurposeThe purpose of this study is to understand consumers' product use, practices, identity, and brand meanings in the context of a brand community dedicated to a mainstream Japanese motorcycle brand.Design/methodology/approachA qualitative research approach was used in the form of netnography (i.e.
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Cascade Journal of Knowledge, 2020
The purpose of this presentation is to discuss brand communities. Starting with the definition, the presentation will describe the meaning of the Internet for the emergence of brand communities. Information and communication flows in brand communities will also be discussed.
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The purpose of this presentation is to discuss brand communities. Starting with the definition, the presentation will describe the meaning of the Internet for the emergence of brand communities. Information and communication flows in brand communities will also be discussed.
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2009
Much of consumer behavior is social, impelled by social motives and joint decision making processes, shaped by socially constructed and shared information, and governed by social norms, influences, rituals, traditions, and taboos. Over the last decade, consumer researchers have increasingly turned their attention to social processes. Among other things,
Dholakia, Utpal M, Algesheimer, René
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Much of consumer behavior is social, impelled by social motives and joint decision making processes, shaped by socially constructed and shared information, and governed by social norms, influences, rituals, traditions, and taboos. Over the last decade, consumer researchers have increasingly turned their attention to social processes. Among other things,
Dholakia, Utpal M, Algesheimer, René
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Co branding and Strategic Communication
2018By means of collaboration, the sum of the work becomes more than its indi- vidual parts (Liburd, 2013). This also goes for communication about sustain- able tourism development, where meanings created on the basis of the sum of communication exceed the meanings introduced by individual communicators’ messages.
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The Influence of Online Brand Community Characteristics on Community Commitment and Brand Loyalty
2007 40th Annual Hawaii International Conference on System Sciences (HICSS'07), 2007Online community activities are becoming widespread thanks to the expansion of Internet use and the development of information technology. We highlight the importance of online brand, and investigate the relationship between an online community and the online brand.
Heehyoung Jang, Ilsang Ko, Joon Koh
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2018
This chapter looks at brand communication, emphasizing the importance of understanding involvement and motivation to the development of an effective brand message. It addresses how a brand should be positioned and explores how to develop an effective positioning for a brand within marketing communication.
Richard Rosenbaum-Elliott +2 more
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This chapter looks at brand communication, emphasizing the importance of understanding involvement and motivation to the development of an effective brand message. It addresses how a brand should be positioned and explores how to develop an effective positioning for a brand within marketing communication.
Richard Rosenbaum-Elliott +2 more
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Corporate brand communication represents a distinctive approach to corporate communication by focusing on the corporate brand. Adopting a total corporate communication perspective, corporate brand communication comprises, promissory, primary, secondary, tertiary, and quaternary communication. Increasingly, organizations focus on their corporate brand/s
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2012
Im Mittelpunkt dieser Arbeit stehen die kulturellen online Brand Communities. Dazu wurde der Forschungsstand der normalen (online) Brand Communities als Basis genau untersucht. Es wird auf virtual Communites, Social Networks und im Folgenden auf online Brand Communities eingegangen.
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Im Mittelpunkt dieser Arbeit stehen die kulturellen online Brand Communities. Dazu wurde der Forschungsstand der normalen (online) Brand Communities als Basis genau untersucht. Es wird auf virtual Communites, Social Networks und im Folgenden auf online Brand Communities eingegangen.
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The Effect of Brand Communication on Brand Equity
Asian Journal of Research in Business Economics and Management, 2015Brands are important in the consumer markets. They are the interface between consumers and the company, and consumers may develop trust and loyalty to brands. The aim of this study is to investigate the effects of brand communication in brand equity. Data were collected through random questionnaires consumers. 260 questionnaires were distributed in the
Hamed Karamian +3 more
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