What do you think about Brand Communities?
An insight of consumers' perception towards brand communities and the idea of mutual benefits
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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, language: English, abstract: "The brand community is a concept that sheds a new light on the relationshipsbetween consumers and a specific brand: they are no longer considered asdyadic relationships between a brand and an isolated consumer (Fournier,1998) but rather as relationships overlapping associations and interactionsamong consumers within a specific group." (Gruen et al, 2000)Brand communities gained in im...
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, language: English, abstract: "The brand community is a concept that sheds a new light on the relationshipsbetween consumers and a specific brand: they are no longer considered asdyadic relationships between a brand and an isolated consumer (Fournier,1998) but rather as relationships overlapping associations and interactionsamong consumers within a specific group." (Gruen et al, 2000)Brand communities gained in importance in recent years for companies with ahigh 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 marketingresearchers and brand managers because it gives new theoretical perspectiveson key concepts and considerable implications for marketing strategies.(Abdelmajid & Sitz, 2004) Brand communities became a crucial factor regardingto the marketing planning process and in terms of value of a brand. They havebecome one of the most encouraging developments in relationship marketing inrecent years. (von Loewenfeld, 2004) Therefore it is important to outline andexamine the brand community concept and put it in context with the theory ofrelationship marketing, brand management, buyer behaviour and customerloyalty programmes. These four elements are the factors which play the crucialrole on which basis the brand community concept is being established. To makethis work the perceptions of the existing as well as the potential customersneeds to be explored. The author has investigated the perceptions, concernsand opinions of 200 consumers between 18 and 30 throughout different socialgroups and geographical locations. This gives an overview about theawareness and actual use of brand communities among the target audiences.
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