Results 251 to 260 of about 26,600 (310)
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Journal of Consumer Research, 2001
This article introduces the idea of brand community. A brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. Grounded in both classic and contemporary sociology and consumer behavior, this article uses ethnographic and computer mediated environment data to explore ...
Muniz, Albert M, Jr, O'Guinn, Thomas C
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This article introduces the idea of brand community. A brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. Grounded in both classic and contemporary sociology and consumer behavior, this article uses ethnographic and computer mediated environment data to explore ...
Muniz, Albert M, Jr, O'Guinn, Thomas C
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Telematics and Informatics, 2020
Abstract With the advent of interactive Web 2.0 (and beyond) technologies, the role of consumer brand engagement (CBE), which focuses on the consumer’s investment in their brand interactions, is of rapidly growing importance. Despite growing recognition of CBE’s importance in virtual brand communities, empirically-derived insight into its drivers ...
Harsandaldeep Kaur +3 more
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Abstract With the advent of interactive Web 2.0 (and beyond) technologies, the role of consumer brand engagement (CBE), which focuses on the consumer’s investment in their brand interactions, is of rapidly growing importance. Despite growing recognition of CBE’s importance in virtual brand communities, empirically-derived insight into its drivers ...
Harsandaldeep Kaur +3 more
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The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty [PDF]
Computers in Human Behavior, 2012 Social media based brand communities are communities initiated on the platform of social media. In this article, we explore whether brand communities based on social media (a special type of online brand communities) have positive effects on the main ...
Michel Laroche +2 more
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The brand personalities of brand communities: an analysis of online communication
Online Information Review, 2017Purpose Online brand communities provide a wealth of insights about how consumers perceive and talk about a brand, rather than what the firm communicates about the brand. The purpose of this paper is to understand whether the brand personality of an online brand community, rather than of the brand itself, can be deduced from the online communication ...
Jeannette Paschen +4 more
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Journal of Marketing Management, 2011
Abstract Brand communities have received considerable and warranted attention from marketing researchers and practitioners. Brand communities can be important sources of information for both the firm and other customers, and they play an important role in building and maintaining strong brands.
Kurt Matzler +3 more
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Abstract Brand communities have received considerable and warranted attention from marketing researchers and practitioners. Brand communities can be important sources of information for both the firm and other customers, and they play an important role in building and maintaining strong brands.
Kurt Matzler +3 more
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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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Self-Brand Congruity and Brand Communication
2014Brand communication through advertising plays an important role in developing strong brands in emerging markets, especially in India. This chapter investigates how ethnocentrism moderates the effects of advertising adaptation levels (globalization, glocalization, and localization) on Indian consumers' ad evaluation and self-brand congruity.
Rajabi, Mahdi +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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SSRN Electronic Journal, 2009
Brand communities offer the promise of a marketing program that is synergistic with the intrinsic motivations, interests, and empowerment of contemporary consumers. Widely applicable and increasingly used by mainstream consumers across a range of product and service categories, they represent avenues for marketers to generate a range of positive ...
Dholakia, Utpal M, Algesheimer, René
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Brand communities offer the promise of a marketing program that is synergistic with the intrinsic motivations, interests, and empowerment of contemporary consumers. Widely applicable and increasingly used by mainstream consumers across a range of product and service categories, they represent avenues for marketers to generate a range of positive ...
Dholakia, Utpal M, Algesheimer, René
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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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