What Do You Think about Brand Communities?
Bachelor Thesis from the year 2007 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,1, course: Bachelor of Advertising and Marketing, 85 entries in the bibliography, language: English, comment: "An interesting and innovative piece of work" "Very promising work which is worth developing further", abstract: "The brand community is a concept that sheds a new light on the relationships between consumers and a specific brand: they are no longer considered as dyadic relationships between a brand and an isolated consumer (Fournier, 1998) but rather as relationships overlapping associations and interactions among consumers within a specific group." (Gruen et al, 2000) Brand communities gained in importance in recent years for companies with a high situated brand and as it is still an issue to define the special relationship and the concept itself, this dissertation will help to understand the meaning of a brand community and discuss the perceptions of consumers towards brand communities in context with mutual benefits. An understanding of the special relationship between company and community members is being outlined. The brand community presents a special interest both for marketing researchers and brand managers because it gives new theoretical perspectives on key concepts and considerable implications for marketing strategies. (Abdelmajid & Sitz, 2004) Brand communities became a crucial factor regarding to the marketing planning process and in terms of value of a brand. They have become one of the most encouraging developments in relationship marketing in recent years. (von Loewenfeld, 2004) Therefore it is important to outline and examine the brand community concept and put it in context with the theory of relationship marketing, brand management, buyer behaviour and customer loyalty programmes. These four elements are the factors which play the crucial role on which basis the brand community concept is being establ
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able Accessed advertising Algesheimer analysed Anon attendees agreed Available awareness brand community concept brand community members brand community provides brand experience Brand Relationship brand value Branding in context Bruhn Building Brand Communities Butscher buyer behaviour Coca-Cola Convergence Management Consultants crucial decisions defined definition discussion group establishing a brand Ethnography existing customers favourite brand Figure Grönroos Harley Davidson Hierarchy of Needs high perceived valuable Hubert Burda Media important increase loyalty Information Science interactive join a brand Komjuniti Lewis & Thornhill loyal customers loyalty ladder Management Consultants Ltd Many-to-many marketing market research marketing mix Maslow McEwen members and non-members mgtclass mutual benefits Objectivism One-to-one marketing opinion organisation Participant observation participants perceived valuable benefits perception towards brand point of view Primary research product or service providing benefits regard to brand relationship marketing Saunders Smack Building Brand social Society for Information special brand Starbucks Subjectivism survey Transmedia transparent customer word-of-mouth