Brand Community Marketing
DESCRIPTION
The sense of communitydeveloped, shared, and practiced by individuals using or having a common interest in a particular brand.
The sense of communitydeveloped, shared, and practiced by individuals using or having a common interest in a particular brand.
KEY INSIGHTS
The nature of some branded products and services has led to a following among certain consumers to the point where such individuals feel part of an active community of advocates or users of the brands. Harley- Davidson motorcycles, Saab automobiles, and Tide laundry detergent are just a few examples of branded products that have developed followings of users who are involved with the branded products to such a strong extent that they actively participate in discussions of the brands and their developments, whether via the internet or in person through clubs or associations.
The nature of some branded products and services has led to a following among certain consumers to the point where such individuals feel part of an active community of advocates or users of the brands. Harley- Davidson motorcycles, Saab automobiles, and Tide laundry detergent are just a few examples of branded products that have developed followings of users who are involved with the branded products to such a strong extent that they actively participate in discussions of the brands and their developments, whether via the internet or in person through clubs or associations.
KEYWORDS Community behavior
IMPLICATIONS
Marketers interested in developing a strong community (or communitylike) following of consumers of the firm’s brand(s) may benefit from understanding better the drivers and consequences of brand communityrelated research. In particular, recognizing the scope of consumer behaviors associated with brand communities can provide the marketer with insights into how and why particular marketing strategies may or may not be effective for brand community development.
Marketers interested in developing a strong community (or communitylike) following of consumers of the firm’s brand(s) may benefit from understanding better the drivers and consequences of brand communityrelated research. In particular, recognizing the scope of consumer behaviors associated with brand communities can provide the marketer with insights into how and why particular marketing strategies may or may not be effective for brand community development.
APPLICATION AREAS AND FURTHER READINGS
Marketing Strategy
McAlexander, James H., Schouten, John W., and Koenig, Harold F. (2002). ‘Building Brand Community,’ Journal of Marketing, 66(1), January, 38–54.
McAlexander, James H., Schouten, John W., and Koenig, Harold F. (2002). ‘Building Brand Community,’ Journal of Marketing, 66(1), January, 38–54.
McAlexander, J. H., Kim, S. K., and Roberts, S. D. (2003). ‘Loyalty: The Influences of Satisfaction and Brand Community Integration,’ Journal of Marketing Theory and Practice, 11(4), 1–11.
Consumer Behavior
Muniz, Albert M., Jr. and Schau, Hope Jensen (2005). ‘Religiosity in the Abandoned Apple Newton Brand Community,’ Journal of Consumer Research, 31, March, 737–747.
Muniz, Albert M., Jr. and Schau, Hope Jensen (2005). ‘Religiosity in the Abandoned Apple Newton Brand Community,’ Journal of Consumer Research, 31, March, 737–747.
Algesheimer, R., Dholakia, U. M., and Herrmann, A. (2005). ‘The Social Influence of Brand Community: Evidence from European Car Clubs,’ Journal of Marketing, 69(3), 19–34.
BIBLIOGRAPHY
Muniz, Albert M., Jr., and O’Guinn, Thomas C. (2000). ‘Brand Community,’ Journal of Consumer Research, 27, 412–432.
Muniz, Albert M., Jr., and O’Guinn, Thomas C. (2000). ‘Brand Community,’ Journal of Consumer Research, 27, 412–432.