What do you think about Brand Communities?: An insight of consumers' perception towards brand communities and the idea of mutual benefits
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, 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 established. To make this work the perceptions of the existing as well as the potential customers needs to be explored. The author has investigated the perceptions, concerns and opinions of 200 consumers between 18 and 30 throughout different social groups and geographical locations. This gives an overview about the awareness and actual use of brand communities among the target audiences.
What people are saying - Write a review
We haven't found any reviews in the usual places.
Other editions - View all
able addition advertising Algesheimer analysed attendees agreed awareness behaviour in regard brand community concept brand community members brand community provides brand experience Brand Management Brand Relationship brand value build brand loyalty Butscher buyer behaviour Coca-Cola considered Convergence Management Consultants crucial customer brand decisions defined definition different relationships discussion group establishing a brand Ethnography existing customers favourite brand Figure Grönroos Hierarchy of Needs high perceived valuable increase loyalty Information Science interactive join a brand Komjuniti Lewis & Thornhill Loewenfeld loyal customers loyalty ladder many-to-many marketing market research marketing mix Marlboro Maslow McEwen members and non-members mgtclass Muniz mutual benefits non-financial benefits Objectivism One-to-one marketing ontology opinion organisation Participant observation parties involved perception towards brand phenomenology point of view primary research product or service products and services quantitative research regard of brands relationship marketing Saunders secondary research social Society for Information special brand Starbucks Subjectivism target audiences word-of-mouth