Relevant bibliographies by topics / Brand community

Academic literature on the topic 'Brand community'

Author: Grafiati
Published: 4 June 2021
Last updated: 21 February 2023

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Journal articles on the topic "Brand community"

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Wang, Lili, and Ying Ding. "An exemption for strong brands: the influence of brand community rejection on brand evaluation." European Journal of Marketing 51, no. 5/6 (May 8, 2017): 1029–48. http://dx.doi.org/10.1108/ejm-12-2015-0876.

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Purpose Focusing on firm-initiated brand communities, the purpose of this paper is to systematically examine the influence of brand community rejection on consumer evaluations and document the underlying mechanism involved. Design/methodology/approach Four empirical studies were conducted to test the proposed hypotheses. Using a similar 2 × 2 study design, different subject samples and different product categories, Studies 1-3 investigated whether a brand community rejection strategy impacted strong brands differently than weak brands. Furthermore, Study 3 measured reactance as a moderator to explore the underlying process of the impact of a brand community rejection strategy on brand evaluations for different types of brands (i.e. strong vs weak). Study 4 used a 2 × 2 × 2 between-subjects design to examine whether justification would eliminate the negative impact of brand community rejection on subsequent brand evaluations for a weak brand. Findings Across the four studies, the findings consistently suggest that rejection from firm-initiated brand communities harms weak brands but not strong brands. In addition, by incorporating psychological reactance as a moderator of this effect, the authors uncover the process underlying the interaction between brand community rejection and brand strength. Furthermore, the paper examines the reasons that justify rejection to find a solution that eliminates the negative impact of brand community rejection on brand evaluations for weak brands. Originality/value To the best of the authors’ knowledge, this research provides the first investigation of the effects of a brand community rejection strategy for different brands. The findings could advance the social exclusion literature and shed new light on brand community research.
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Soelaeman, Mahjudin, Ahmad Daeng, and Muchammad Ilham. "The Impact of Brand Social Values and Brand Cognitive Values to Brand Recommended Intention with Brand Characteristric as Mediating Variable." IJEBD (International Journal of Entrepreneurship and Business Development) 5, no. 1 (January 31, 2022): 128–39. http://dx.doi.org/10.29138/ijebd.v5i1.1618.

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Purpose: This study examines the kind of community value companies should provide when strengthening the relationship between customers and brands through the establishment of an online brand community, and how this kind of community value promotes customers’ sense of community engagement and willingness to spread brand reputation. The paper also discusses how an enterprise’s brand symbolism affects the relationship between community value and customers’ engagement in online brand community. This study explored the important role of brand symbolism in the establishment of an online brand community. Design/methodology/approach: This study uses data collection from questionnaire surveys to design a quantitative research method. An online questionnaire survey of mobile phone users in East Java was conducted to collect data on social value, cognitive value, brand symbolism, customer community engagement, and brand recommendation. The brands of mobile phone include Apple, Huawei, Samsung, OPPO, VIVO, and MI Randomly selected 240 subjects from their sample database and then sent the questionnaire link to research participants’ mobile phones. For the model analysis and hypotheses test-ing, the researcher used statistical software IBM SPSS Statistics and AMOS 21. Findings: First, online brand community value (both cognitive and social value) has a pos-itive impact on customer community engagement. Second, customer communi-ty engagement has a positive impact on customers’ brand recommend intention. Third, the customer community engagement is a mediator between the online brand community value and the customer brand recommend intention. Most importantly, fourth, the symbolic value of the brand controls the relationship between community value and customer community engagement. For brands with high symbolic value, the community value should emphasize cognitive val-ue rather than social value. For brands with a low symbolic value, the communi-ty provides cognitive or social value, which is not affected by the symbolism of the brand. Research limitations/implications: Among the 240 research participants, the researcher ex-cluded participants who lacked online brand community experience or had in-valid data to qualify for data collection. After the researcher excluded participants who did not qualify for data collection, only 203 qualified questionnaire surveys advanced to the data collection and analysis phase, which was the ques-tionnaire recovery rate of 84.58%. Originality/value: This paper is original Paper type: Research paper
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Muniz, Albert M., and Thomas C. O'Guinn. "Brand Community." Journal of Consumer Research 27, no. 4 (March 2001): 412–32. http://dx.doi.org/10.1086/319618.

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Pan, Haili. "Consumer Engagement in Online Brand Communities: Community Values, Brand Symbolism and Social Strategies." Interdisciplinary Journal of Information, Knowledge, and Management 15 (2020): 065–90. http://dx.doi.org/10.28945/4536.

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Aim/Purpose: This study examines the kind of community value companies should provide when strengthening the relationship between customers and brands through the establishment of an online brand community, and how this kind of community value promotes customers’ sense of community engagement and willingness to spread brand reputation. The paper also discusses how an enterprise’s brand symbolism affects the relationship between community value and customers’ engagement in online brand community. This study explored the important role of brand symbolism in the establishment of an online brand community. Background: Many companies want to create online brand communities to strengthen their relationships with consumers as well as to provide better service and value to consumers, for example, Huawei’s Huafen community (club.huawei.com), Apple’s support community (support.apple.com/zh-cn), and Samsung’s Galaxy community (samsungmembers.cn). However, these brand communities may have different interests and consumer engagement about the kind of community value to offer to their customers. Methodology: This study uses data collection from questionnaire surveys to design a quantitative research method. An online questionnaire survey of mobile phone users in China was conducted to collect data on social value, cognitive value, brand symbolism, customer community engagement, and brand recommendation. The brands of mobile phone include Apple, Huawei, Samsung, OPPO, VIVO, MI, and Meizu. The researcher purchased a sample service of WJX, an online survey company (www.wjx.cn), and WJX company distributed the questionnaire to research participants. The WJX company randomly selected 240 subjects from their sample database and then sent the questionnaire link to research participants’ mobile phones. Among the 240 research participants, the researcher excluded participants who lacked online brand community experience or had invalid data to qualify for data collection. After the researcher excluded participants who did not qualify for data collection, only 203 qualified questionnaire surveys advanced to the data collection and analysis phase, which was the questionnaire recovery rate of 84.58%. For the model analysis and hypotheses testing, the researcher used statistical software IBM SPSS Statistics and AMOS 21 and Smartpls3. Contribution: This study deepens the body of literature knowledge by combining online brand community value and brand symbolic value to explore issues that companies should consider when establishing an online brand community for their products and services. This study confirms that brands with high symbolic value establish communities and strengthen social values in the online brand community rather than reducing brand symbolism. Online brand community involves a horizontal interaction (peer interaction) among peers, which can have an effect on the symbolic value of brand (social distance). Findings: First, online brand community value (both cognitive and social value) has a positive impact on customer community engagement. Second, customer community engagement has a positive impact on customers’ brand recommend intention. Third, the customer community engagement is a mediator between the online brand community value and the customer brand recommend intention. Most importantly, fourth, the symbolic value of the brand controls the relationship between community value and customer community engagement. For brands with high symbolic value, the community value should emphasize cognitive value rather than social value. For brands with a low symbolic value, the community provides cognitive or social value, which is not affected by the symbolism of the brand. Recommendations for Practitioners: Practitioners can share best practices with the corporate sectors. Brand owners can work with researchers to explore the characteristics of their online brand communities. On this basis, brand owners and researchers can jointly build and manage online brand communities. Recommendation for Researchers: Researchers can explore different perspectives and factors of brand symbolism that involve brand owners when establishing an online brand community to advance consumer engagement, community value, and brand symbolism. Impact on Society: Online brand community is relevant for brand owners to establish brand symbolism, community value, and customer engagement. Readers of this paper can gain an understanding that cognitive and social values are two important drivers of individual participation in online brand communities. The discussion of these two factors can give readers and brand owners the perception to gain more understanding on social and behavior activities in online brand communities. Future Research: Practitioners and researchers could follow-up in the future with a study to provide more understanding and updated research information from different perspectives of research samples and hypotheses on online brand community.
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Kumar, Jitender, and Jogendra Kumar Nayak. "Consumer psychological motivations to customer brand engagement: a case of brand community." Journal of Consumer Marketing 36, no. 1 (January 14, 2019): 168–77. http://dx.doi.org/10.1108/jcm-01-2018-2519.

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PurposeThis paper aims to explore the psychological motivations behind customers’ engagement with the brands and further investigate the effect of brand engagement on brand attachment and brand loyalty.Design/methodology/approachThe theoretical model is tested with the data collected from 282 brand community members during offline brand community events, and structural equation modeling technique is used for statistical analysis.FindingsThe results indicate that brand psychological ownership and value-congruity act as important psychological motivations for customers to engage with the brands. A sense of brand attachment mediates the relationship between brand engagement and brand loyalty.Research limitations/implicationsCurrent study was conducted on a single brand community. Future research testing and validating the proposed model for multiple brands across different product categories is suggested for the generalization of current study results. The identification and validation of psychological drivers of engagement can have major implications on the ongoing research on customer engagement concept.Practical implicationsAn effectively instilled sense of psychological ownership and value similarity notion in customers can help managers in engaging customers and capitalize on their repurchases and recommendations along with their attachment to the brands.Originality/valueThe study is unique in terms of the brand engagement model depicting the psychological antecedents to engagement with the brands and identifying the mediating role of brand attachment between brand engagement and behavioral loyalty.
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Guimaraes, Guilherme, Chris Stride, and Daragh O'Reilly. "Brand community, loyalty and promise in myfootballclub.co.uk." Sport, Business and Management: An International Journal 6, no. 2 (May 9, 2016): 137–57. http://dx.doi.org/10.1108/sbm-09-2012-0039.

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Purpose – The purpose of this paper is to link the notions of brand community, loyalty and promise as a reminder to marketers of the importance to brands of keeping their commercial promises to brand community members. Design/methodology/approach – The paper reports on a questionnaire survey (n=500) of members of a sport brand community as part of an investigation into the relationship between brand community and brand loyalty. Findings – Brand loyalty was predicted by age, frequency of attendance, motivations for joining the brand community and the degree to which expectations built by the brand promise are met. Research limitations/implications – In common with many inquiries in the area of brand community, this is a single case study. It is primarily a cross-sectional study, with a minor longitudinal element. Practical implications – Branding practitioners and consultants with responsibility for brand community management issues need to balance the consumer-to-consumer dimensions of community with a careful understanding and operationalisation of the brand promise. Originality/value – This is the first paper to integrate the constructs of brand community and brand loyalty with that of brand promise.
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López, Manuela, María Sicilia, and Alberto Alejandro Moyeda-Carabaza. "Creating identification with brand communities on Twitter." Internet Research 27, no. 1 (February 6, 2017): 21–51. http://dx.doi.org/10.1108/intr-12-2013-0258.

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Purpose Companies are now using social network sites (SNSs) within their marketing and brand-building activities. Twitter is the preferred SNS for creating brand communities, which offer companies many advantages. The purpose of this paper is to examine how individuals manage their competing needs for being affiliated (operationalized as personal and communal-brand connections) and for being seen as distinctive (operationalized as need for uniqueness (NFU)) when they are members of brand communities on Twitter. The authors have also analysed which type of brand community is able to achieve the balance between both needs, enhancing identification with the brand community. Design/methodology/approach A total of 318 valid responses were collected from three camera brand communities on Twitter. Messages (“tweets”) which included a link to an online questionnaire were sent to community members via Twitter. The authors examine the proposed model using structural equation modelling. Findings The authors demonstrate that consumers can satisfy their need for affiliation in brand communities created in Twitter. However, consumers can only reach a balance between the need for affiliation and the need for distinctiveness in brand communities built around niche brands. In contrast, the two needs work in opposition to shape identification in brand communities of big brands. Originality/value Optimal distinctiveness theory is used as a theoretical background for proposing how the antecedents of identification with the brand community enhance brand loyalty, with reference to the conflict between the individual’s needs for both distinctiveness and affiliation. Consumers’ identification with the brand community is proposed as a mediator to achieve brand loyalty in brand communities. Consumers reach this balance in brand communities built around a niche brand, where individuals with high NFU feel a high identification with the brand community. For big brands, as consumers’ NFU increases, their identification with the brand community and brand loyalty decreases.
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Thompson, Scott A., and Rajiv K. Sinha. "Brand Communities and New Product Adoption: The Influence and Limits of Oppositional Loyalty." Journal of Marketing 72, no. 6 (November 2008): 65–80. http://dx.doi.org/10.1509/jmkg.72.6.065.

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Brand communities have been cited for their potential not only to enhance the loyalty of members but also to engender a sense of oppositional loyalty toward competing brands. However, the impact of brand community membership on actual new product adoption behavior has yet to be explored. This study examines the effects of brand community participation and membership duration on the adoption of new products from opposing brands as well as from the preferred brand. Longitudinal data were collected on the participation behavior, membership duration, and adoption behavior of 7506 members spanning four brand communities and two product categories. Using a hazard modeling approach, the authors find that higher levels of participation and longer-term membership in a brand community not only increase the likelihood of adopting a new product from the preferred brand but also decrease the likelihood of adopting new products from opposing brands. However, such oppositional loyalty is contingent on whether a competitor's new product is the first to market. Furthermore, in the case of overlapping memberships, higher levels of participation in a brand community may actually increase the likelihood of adopting products from rival brands. This finding is both surprising and disconcerting because marketing managers usually do not know which other memberships their brand community members possess. The authors discuss how managers can enhance the impact of their brand community on the adoption of the company's new products while limiting the impact of opposing brand communities.
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Nilasari, Irma, Ratna Komala Putri, Ivan Gumilar, and Indra Taruna. "The Brand Community Journey Into Brand Loyalty of Indonesian Car Owner Community (Case: Pajero Indonesia One)." International Journal of Psychosocial Rehabilitation 24, no. 02 (February 13, 2020): 3406–12. http://dx.doi.org/10.37200/ijpr/v24i2/pr200656.

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Wright-Isak, Christine. "Community As Brand: An Exploratory Investigation." Journal of Business & Economics Research (JBER) 10, no. 3 (February 15, 2012): 131. http://dx.doi.org/10.19030/jber.v10i3.6851.

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<span style="font-family: Times New Roman; font-size: small;"> </span><p style="margin: 0in 0.5in 0pt; text-align: justify; mso-pagination: none;" class="MsoNormal"><span style="color: black; font-size: 10pt;"><span style="font-family: Times New Roman;">This research investigates how community affects consumer marketing and<strong style="mso-bidi-font-weight: normal;"> </strong>brand equity management. Community is a ubiquitous concept with many definitions in social sciences, ranging from urban neighborhoods and small towns to brand communities. Firms utilize the power of brands to support premium prices, sustain product value in difficult circumstances, and persuade consumers to purchase a brand repeatedly and loyally. Brand scholarship has also ranged widely, from tangible product or service characteristics to the intangible influence of its symbols and meanings on consumers. This study describes how the complicated sets of meanings embedded in the terms community and brand lead to a phenomenon called naturally occurring brands (NOBs). The paper combines the anthropology, sociology and marketing perspectives to describe the NOB phenomenon and explores its validity using survey research.</span></span></p><span style="font-family: Times New Roman; font-size: small;"> </span>
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Dissertations / Theses on the topic "Brand community"

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Bastias, Paredes Connie Danayer, and Rosales Valeria Terrones Terrones. "Brand identity, brand community y brand community identity en relación al brand loyalty en un contexto de comunidades digitales." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/655621.

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En la actualidad, el comercio electrónico ha mostrado un crecimiento exponencial y las plataformas digitales no solo se han convertido en una de las principales plataformas de ventas, sino también en un valioso medio de comunicación con el público objetivo, que permite aumentar el valor de las marcas. Es por ello, que las comunidades digitales de marca se han convertido en una herramienta fundamental, las cuales permiten crear vínculos emocionales con sus clientes y generar una relación más sólida con ellos, mediante la interacción participativa y colaborativa con la marca y entre los usuarios de ella. Partiendo de este punto, esta investigación busca identificar la relación de las variables de identidad de marca, comunidades de marca e identidad de comunidades de marca con respecto a la lealtad de marca en un contexto de comunidades digitales de marca. Para fines de la investigación, se revisó́ bibliografía oportuna y actualizada respecto a temas de las comunidades digitales de marca. Además, se utilizaron distintos autores como mayor fuente de información.
Nowadays, E-commerce has shown exponential growth and digital platforms have not only become one of the main sales platforms, but also a valuable means of communication with the target audience, which allows increasing the value of brands. Therefore, online brand communities have become a fundamental tool, which allows creating emotional ties with their customers and generating a stronger relationship with them, through participatory and collaborative interaction with the brand and among users. Starting from this point, this research seeks to identify the relationship of the variables of brand identity, brand communities, and brand community identity with respect to brand loyalty in a context of digital communities. For the purposes of the research, a timely and updated bibliography regarding online brand communities was reviewed. In addition, different authors were used as the main source of information.
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Kwok, Yiu Keung. "Antecedents and consequences of online brand and anti-brand community participation." Thesis, University of Warwick, 2016. http://wrap.warwick.ac.uk/78979/.

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This study aims to propose and empirically test an integrated model of antecedents and consequences of online brand and anti-brand community participation. A common conceptual framework of online brand and anti-brand community participation is proposed. Multiple identifications (i.e., moral identification, brand identification and brand disidentification), brand emotion and motives are proposed as the antecedents of community participation. Community citizenship behavior is used to measure the consequences of community participation. A total of 260 responses from online brand communities and 200 responses from online anti-brand communities were collected via online survey. The sample was recruited by posting the research links across 409 online brand communities and 690 online anti-brand communities of 142 global brands. This was based on a consolidated list of top 100 global brands from BusinessWeek's 100 Best Global Brands and Millward Brown's BrandZ Top 100 Most Valuable Global Brands. The result models of online brand and online anti-brand community participation from structural equation modelling analysis indicate the asymmetric impacts of antecedents on motives and community citizenship behavior. Academically, the findings have extended the theory of social identity, emotion, organizational citizenship behavior, together with the newly developed motives of online community participation to explain the results and the differences between these two models from a multiple stakeholders' perspective. The results of the qualitative and quantitative research have revealed the existence of multiple stakeholders such as brand supporters, brand opponents, activists, and peer groups existing in the communities. Further research is suggested to seek to understand their behavior, dynamics and interaction among each other in a qualitative and longitudinal manner. Recommendations of online community setup, design and activities are proposed in this study to trigger different stakeholders’ participation in the online brand and anti-brand communities for motivating their voluntary community citizenship behavior to the sustainability of the communities. Proactive measures in online anti-brand community are proposed to deal with users’ dissatisfactions and identify product and service improvement to fulfil unmet needs.
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Del, Negro Shehadeh Flavia María, and Baumeler Heidi Paulina Miranda. "Brand Experience, Brand Community, Brand Trust & Brand Loyalty en relación a la recompra en el sector textil." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/657248.

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El sector textil es una categoría que ha ido evolucionando a lo largo del tiempo y que genera grandes ingresos y puestos de trabajo en el país. A su vez, el consumidor también ha ido cambiado, este es ahora más exigente y digital. Por ello, y adicional a la crisis económica ocasionada por el Covid-19, las marcas de moda han tenido que reinventar su oferta y propuesta de valor como método de desestancamiento. Las marcas han optado por innovar y adoptar nuevas tendencias como la generación de comunidades estables, adaptación de la omnicanalidad para el proceso de compra y experiencias de usuario. Así mismo, se ha identificado que es necesario generar una relación positiva con el consumidor a base de confianza y transparencia para que todo lo mencionado funcione correctamente. Por tal motivo, se desea investigar la relación entre los drivers: Brand Community, Brand Trust, Brand Loyalty y Brand Experience en relación a la recompra en el sector textil, específicamente en las marcas de ropa indumentaria, ya que en la búsqueda que se ha realizado, solo se han encontrado estudios con algunas de las variables mencionadas anteriormente. Para la elaboración de esta investigación se utilizará la metodología y tipo correlacional, con la formulación de hipótesis correlacionales. El enfoque a realizar será cuantitativo, generalizando resultados en base a deducciones estructuradas para la comprobación de las hipótesis planteadas. La muestra estará conformada por 400 encuestas y será no probabilística, ya que únicamente podrán participar los miembros de la población que cumplan con las características y criterios seleccionados por conveniencia para la investigación. Los datos serán analizados mediante Anova y Correlación de Pearson.
El sector textil es una categoría que ha ido evolucionando a lo largo del tiempo y que genera grandes ingresos y puestos de trabajo en el país. A su vez, el consumidor también ha ido cambiado, este es ahora más exigente y digital. Por ello, y adicional a la crisis económica ocasionada por el Covid-19, las marcas de moda han tenido que reinventar su oferta y propuesta de valor como método de desestancamiento. Las marcas han optado por innovar y adoptar nuevas tendencias como la generación de comunidades estables, adaptación de la omnicanalidad para el proceso de compra y experiencias de usuario. Así mismo, se ha identificado que es necesario generar una relación positiva con el consumidor a base de confianza y transparencia para que todo lo mencionado funcione correctamente. Por tal motivo, se desea investigar la relación entre los drivers: Brand Community, Brand Trust, Brand Loyalty y Brand Experience en relación a la recompra en el sector textil, específicamente en las marcas de ropa indumentaria, ya que en la búsqueda que se ha realizado, solo se han encontrado estudios con algunas de las variables mencionadas anteriormente. Para la elaboración de esta investigación se utilizará la metodología y tipo correlacional, con la formulación de hipótesis correlacionales. El enfoque a realizar será cuantitativo, generalizando resultados en base a deducciones estructuradas para la comprobación de las hipótesis planteadas. La muestra estará conformada por 400 encuestas y será no probabilística, ya que únicamente podrán participar los miembros de la población que cumplan con las características y criterios seleccionados por conveniencia para la investigación. Los datos serán analizados mediante Anova y Correlación de Pearson.
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Mackin, Kevin, and Simon Skogman. "Online brand community : Värdeskapande genom interaktioner och aktiviteter." Thesis, Linköpings universitet, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-129901.

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Online brand communityn (OBC) innebar ett kraftfullt, och potentiellt värdeskapande, verktyg för företag. Det har dock visat sig att företag hade svårt att bemöta sina OBC:er. Det resulterade i att företag gick miste om de potentiella värden OBC:n hade. För att öka kunskapen kring värdeskapande och bemötande av OBC:er har Minecraft och Netflix respektive OBC:er undersökts med hjälp av netnografi. Studien undersökte hur interaktioner och aktiviteter bidrog till värdeskapande i form av ökat varumärkeskapital och ny innovation. Den belyste även hur OBC:er skiljde sig åt beroende på om OBC:erna var fokuserade på områden kring innovation kontra varumärkeskapital. Studien fann sju interaktionsmönster att analysera. Interaktionsmönstren visade på skillnader mellan OBC:erna utifrån deras fokus och förutsättningar. Studien kunde även beskriva hur sex av de sju interaktionerna var värdeskapande för företaget.
Online brand community (OBC) is intended to be a powerful, and potentially valuable, tool for businesses. However, the outcome has shown that companies have had difficulties responding to their OBC:s. It has resulted in companies missing the potential values that OBC offered. In order to increase knowledge about value creation and reception of the OBC:s a netnography of Minecraft and Netflix, respectively OBC has been conducted. The study examined how interactions and activities contributed to the creation of value by an increased brand equity and new innovation. It also highlighted how the OBC:s differed depending on whether the OBC:s were focused on the topics of innovation versus brand equity. The study found seven interaction patterns to analyse. The interaction patterns showed differences between the OBC:s ,based on their focus and conditions. The study could also describe how six of the seven interactions created value for the company.
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Quintino, João Pedro Gomes Rogado. "Interaction on brand community and purchase intentions." Master's thesis, Instituto Superior de Economia e Gestão, 2014. http://hdl.handle.net/10400.5/7706.

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Mestrado em Marketing
Com a proliferação das redes sociais, temos vindo a assistir a uma migração das relações sociais do mundo real para o mundo virtual, o que tem levado que as empresas comecem a apostar nas redes sociais, em particular o Facebook, como uma ferramenta marketing para comunicar com os clientes e potenciais clientes. O objectivo principal desta pesquisa foi investigar se a interactividade dos membros das comunidades de marcas no Facebook têm um impacto positivo nas intenções de compra por parte desses membros. Este estudo também investiga as similaridades e diferenças entre os utilizadores do Facebook residentes em Portugal e nos Estados Unidos. Seis hipóteses foram desenvolvidos e testadas usando um modelo de pesquisa quantitativa. Para a recolha de dados foi utilizado um questionário on-line, onde foram obtidos 400 respostas. Os resultados da pesquisa indicam que conteúdos do Facebook, tais como informações sobre produtos ou serviços, e as promoções, tem um impacto positivo na intenção de compra, tendo a informação um impacto maior. Esses mesmos resultados, também se verificaram quando se estudou em separado os dois grupos. Existe algumas diferenças entre os grupos. A participação nos jogos tem um efeito significativo nas intenções de compra para utilizadores residentes nos EUA, o que não acontece para os utilizadores residentes de Portugal. Por outro lado, a participação em ?sweepstakes? tem uma influência significativa na intenção de compra para os residentes de Portugal, mas não para os residentes dos EUA. Este estudo discute as limitações desta pesquisa e oferece algumas indicações para futuras pesquisas.
With the proliferation of online communities, we have seen a migration from real-world social relationships to virtual-world relationships, prompting companies and brands to view social media?and Facebook in particular?as a potential tool for marketing actions. The main purpose of this research is to investigate if the interactions of Facebook users via different types of Facebook brand community content have a positive impact on purchase intentions. In addition, this study investigates whether there are any similarities and differences between Facebook users residing in Portugal and the United States. For this research, six hypotheses were developed and addressed using a quantitative statistical research model. For data collection, an online questionnaire was used, and 400 responses were obtained from a convenience sample. The findings from this research indicate that Facebook content, such as information on products or services as well as promotions, has a positive impact on purchase intention, with information being the more influential of the two. These findings held true when studying the residents of Portugal and the United States as distinct groups. There are some differences between the two groups. For example, participation in games has a significant effect on purchase intentions for individuals residing in the United States, but not for the residents of Portugal. On the other hand, participation in sweepstakes has a significant influence on purchase intentions for residents of Portugal, but not for residents of the United States. Finally, this study discusses the limitation of this research and offers some directions for future research.
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Mazzola, Carlo Daniele. "Brand Community: Expertise heterogeneity and behavioural intentions." Doctoral thesis, Università di Catania, 2013. http://hdl.handle.net/10761/1290.

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The purpose of this dissertation is to demonstrate how individual consumers are able to interact among themselves inside the collective virtual community of consumption in order to co-create value. By using the concepts of resources from the Service Dominant Logic of Marketing, heterogeneity from Organizational Behavior literature, and cultural lens from Consumer Culture Theory, this dissertation considers both individual and collective interaction in order to demonstrate the relation between community of consumption and behavioral intentions generated within these specific brand names. We consider an online community of consumption as a virtual working environment where consumers are free to collaborate and, therefore, generate value. In detail, when drawing upon consumer behavior and organizational theory literatures, we identify a model able to explain how these individual and social characteristics of a community of consumption influence the consumers participation and their continuing intentions to remain members of the community. In addition we show how this model works differently through two kinds of brand community: firm-driver and consumers-driver. An up to date review of literature provides a guide to theory and a path for research. This dissertation employed surveys, interview in-depth and linear regression model to understand social and cultural aspects of consumption from four different online communities of consumption. The findings show that consumers can contribute to co-create value among themselves through the role of heterogeneity expertise and how the value of co-creation process could be more efficient inside the community consumers-driver. This dissertation demonstrates that this last kind of brand community plays a role as a platform of value creation. This dissertation extends the previous researches in value creation within brand community by demonstrating how different kind of consumer expertise can affect their capacity to interact and can harm their ability to collaborate and co-create value.
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Adomaviciute, Inga, and Denis Danilov. "Interaction between brand communities and a brand owner : The effect on community members’ perception of a brand." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-180003.

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Purpose The aim of the paper is to improve the understanding of effects caused by involvement of brand community members in communication with a brand owning company. The research has been conducted in Moscow, Russia. It examines brand values associated with Audi by Audi Club Moscow members, and those ones perceived by non-community members, and beside this, the degree of involvement in communication with the company of both. Research Method Numerous in-depth interviews have been processed among brand community members, people outside the community and the Audi AG employees. Results Through the analysis of primary data it was found that thanks to active communication with Audi brand community members associate with the brand values, similar to the brand holder’s ones. However, people outside the community, who do not actively communicate with the company, have the tendency to perceive brand values, controversial to brand owner’s ones. Research limitations/implications Due to the time and resources limits only one Audi brand community was chosen to represent Russia’s market. The investigation of communication channels between a brand and brand communities could be the direction of further studies. Practical implications The results of the study might have value for practical implementation in business; they could be used for building up and managing communication between a company and brand communities. Originality/value This study supplies the contribution to the existing literature and companies’ managers disclosing a field not analyzed before
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Lee, Jaejin. "Effects of online brand community on brand loyalty a uses and gratifications perspective /." [Gainesville, Fla.] : University of Florida, 2009. http://purl.fcla.edu/fcla/etd/UFE0024618.

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Alotaibi, Meshaal Hamad. "A model of brand engagement in online brand communities: Co-creating value for the brand and the community." Thesis, Curtin University, 2016. http://hdl.handle.net/20.500.11937/48582.

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Utilising qualitative and quantitative methods, this thesis examines customer engagement in value co-creation from a customer perspective. This thesis provides a model of brand engagement behaviours in online brand communities by taking into account co-creating value for the brand and the community. The findings identify three types of engagement behaviours - helping oneself, helping others and helping the firm - and provide an empirical model explaining antecedents and outcomes of each engagement behaviour.
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Kridler, Jamie Branam. "Expanding Community Partnership Grants: Johnson City Brand Audit." Digital Commons @ East Tennessee State University, 2002. https://dc.etsu.edu/etsu-works/5858.

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Books on the topic "Brand community"

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Hartleb, Vivian. Brand Community Management. Wiesbaden: Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8333-6.

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Damanhur: The community they tried to brand a cult. London: Thorsons, 1998.

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1952-, Lorentzen Lois Ann, ed. Raising the bar: Integrity and passion in life and business : a journey toward sustaining your business, brand, people, community, and the planet. San Francisco: Jossey-Bass, 2004.

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1952-, Lorentzen Lois Ann, ed. Raising the bar: Integrity and passion in life and business : a journey toward sustaining your business, brand, people, community, and the planet. San Francisco, Calif: Jossey-Bass, 2006.

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Allers, Robin M. Besondere Beziehungen: Deutschland, Norwegen und Europa in der Ära Brandt (1966-1974). Bonn: Dietz, 2009.

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Besondere Beziehungen: Deutschland, Norwegen und Europa in der Ära Brandt (1966-1974). Bonn: Dietz, 2009.

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Europas Einigung und das Problem Deutschland: Vorgeschichte und Anfänge. Frankfurt am Main: P. Lang, 1999.

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William, Jr, Debra A. Laverie, and Shannon B. Rinaldo. Fostering Brand Community Through Social Media. Business Expert Press, 2016.

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Laverie, Debra A., Shannon B. Rinaldo, and Humphrey William F. Jr. Fostering Brand Community Through Social Media. Business Expert Press, 2016.

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Merrifield, Jeff. Damanhur: The Community They Tried to Brand a Cult. Thorsons, 1999.

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Book chapters on the topic "Brand community"

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Heding, Tilde, Charlotte F. Knudtzen, and Mogens Bjerre. "The community approach." In Brand Management, 183–217. Third Edition. | New York : Routledge, 2020. | Revised edition of the authors’ Brand management, 2016.: Routledge, 2020. http://dx.doi.org/10.4324/9780367172596-11.

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Martínez-López, Francisco J., Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, and Sebastián Molinillo. "Conceptual Approach to Community, Virtual Community and Online Brand Community." In Online Brand Communities, 107–24. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-24826-4_7.

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Gupta, Suraksha, Dongmei Cao, and Aisha Abuelmaatti. "Brand knowledge, brand community and brand engagement." In Building Corporate Identity, Image and Reputation in the Digital Era, 444–66. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003080572-21.

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Tsai, Hsien-Tung, Heng-Chiang Huang, and Wen-Kuo Chen. "Brand Community Participation." In Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference, 97. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10864-3_57.

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Hartleb, Vivian. "Einleitung und Problemstellung." In Brand Community Management, 1–6. Wiesbaden: Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8333-6_1.

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Hartleb, Vivian. "Begriffliche Grundlagen und Forschungsstand." In Brand Community Management, 7–56. Wiesbaden: Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8333-6_2.

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Hartleb, Vivian. "Theoretische und konzeptionelle Grundlagen." In Brand Community Management, 57–81. Wiesbaden: Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8333-6_3.

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Hartleb, Vivian. "Methodische Grundlagen und empirische Ergebnisse." In Brand Community Management, 83–186. Wiesbaden: Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8333-6_4.

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Hartleb, Vivian. "Implikationen für Wissenschaft und Praxis." In Brand Community Management, 187–211. Wiesbaden: Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8333-6_5.

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Hartleb, Vivian. "Schlussbetrachtung." In Brand Community Management, 213–15. Wiesbaden: Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8333-6_6.

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Conference papers on the topic "Brand community"

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Yu, Xiaoyan. "The Interactive Strategy of Customer Brand Community Based on Brand Community Identity." In 2020 International Conference on E-Commerce and Internet Technology (ECIT). IEEE, 2020. http://dx.doi.org/10.1109/ecit50008.2020.00037.

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Jang, H. y., I. s. Ko, and J. Koh. "The Influence of Online Brand Community Characteristics on Community Commitment and Brand Loyalty." In 2007 40th Annual Hawaii International Conference on System Sciences (HICSS'07). IEEE, 2007. http://dx.doi.org/10.1109/hicss.2007.544.

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Qian, Zichen, and Jamin Zou. "Brand Community Strategy of Lululemon." In 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.211209.520.

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Pournaris, Marios, and Habin Lee. "How online brand community participation strengthens brand trust and commitment." In the 18th Annual International Conference. New York, New York, USA: ACM Press, 2016. http://dx.doi.org/10.1145/2971603.2971630.

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TANG, Jia-Li, and Duan-Wu YAN. "The Influence of Online Brand Community Experience on Brand Loyalty." In 2018 4th Annual International Conference on Modern Education and Social Science (MESS 2018). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/mess-18.2018.3.

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Chen, Jia. "The Research on Brand Community Based on Community Activities." In 2010 International Conference on Management and Service Science (MASS 2010). IEEE, 2010. http://dx.doi.org/10.1109/icmss.2010.5576375.

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Rastegari, Mehdi, Seyad Ehsan Amirhossini, and Ahmad Torkfar. "Modelling the role of brand community on brand features through Mediation of brand attachment." In Journal of Human Sport and Exercise - 2019 - Spring Conferences of Sports Science. Universidad de Alicante, 2019. http://dx.doi.org/10.14198/jhse.2019.14.proc4.09.

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Bianfang Wang. "The impact of brand community on brand loyalty: A theoretical framework." In 2012 International Conference on Information Management, Innovation Management and Industrial Engineering (ICIII). IEEE, 2012. http://dx.doi.org/10.1109/iciii.2012.6339712.

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Putri, K. Y. S., Saparuddin Mukhtar, and S. Bekti Istiyanto. "The Effect of eWom, Brand Image, Brand Trust on Community Intelligence." In The 2nd International Conference on Inclusive Business in the Changing World. SCITEPRESS - Science and Technology Publications, 2019. http://dx.doi.org/10.5220/0008429101900195.

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Lee, Jina, I.-Chun Chang, and Yong Su. "A study on the impact of online brand community interaction model on brand loyalty — Focusing on the online automobile brand community." In 2011 International Conference on E-Business and E-Government (ICEE). IEEE, 2011. http://dx.doi.org/10.1109/icebeg.2011.5881687.

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Reports on the topic "Brand community"

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Son, Jihyeong, and Mary Lynn Damhorst. Consumers in an Online Brand Community: Uses and Gratifications, Social Capital, and Brand Loyalty. Ames: Iowa State University, Digital Repository, November 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1435.

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Jung, Na Young, Sooyoung Kim, and Soo Hyun Kim. The Effects of Consumers' Perceived Benefits on Attitudes and Revisit Intentions in an Online Brand Community. Ames: Iowa State University, Digital Repository, November 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1416.

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Kerrigan, Susan, Phillip McIntyre, and Marion McCutcheon. Australian Cultural and Creative Activity: A Population and Hotspot Analysis: Geelong and Surf Coast. Queensland University of Technology, 2020. http://dx.doi.org/10.5204/rep.eprints.206969.

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Geelong and the Surf Coast are treated here as one entity although there are marked differences between the two communities. Sitting on the home of the Wathaurong Aboriginal group, this G21 region is geographically diverse. Geelong serviced a wool industry on its western plains, while manufacturing and its seaport past has left it as a post-industrial city. The Surf Coast has benefitted from the sea change phenomenon. Both communities have fast growing populations and have benefitted from their proximity to Melbourne. They are deeply integrated with this major urban centre. The early establishment of digital infrastructure proved an advantage to certain sectors. All creative industries are represented well in Geelong while many creatives in Torquay are embedded in the high profile and economically dominant surfing industry. The Geelong community is serviced well by its own creative industries with well-established advertising firms, architects, bookshops, gaming arcades, movie houses, music venues, newspaper headquarters, brand new and iconic performing and visual arts centres, libraries and museums, television and radio all accessible in its refurbished downtown area. Co-working spaces, collective practices and entrepreneurial activity are evident throughout the region.
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