Brand Management: Research, theory and practice

182 Seven brand approaches The Sacramento Jaguar Club is introduced as: We are a group of people who enjoy the company of other ...

The assumptions of the community approach fall into two categories. First, the ‘brand triad’ notion implies changes in the way t ...

The social benefits experienced by consumers in brand communities add signif- icantly to brand loyalty. Community consumers are ...

framework as well as a set of methodologies. As an intellectual framework, it focuses on the concept of culture and its influenc ...

Theoretical building blocks of the community approach The key constructs of the brand community theory will be presented in this ...

The brand community theory draws mainly on two supporting themes: theories about communitiesand subcultures of consumption. Supp ...

community definition. Brand communities exist in face-to-face clubs as well as in virtual environments facilitated where ‘imagin ...

This feeling of ‘sort of knowing each other’ is characterized by and enhanced by two aspects: ‘legitimacy’ and ‘oppositional bra ...

Corporate-sponsored brandfests are often used for recruitment of new members, while the existing communities typically consist o ...

consumption subculture (being formal or informal) is more demanding than the membership of a brand community. A subculture tends ...

analyse the potential to either facilitate or benefit from a brand community by observing and extracting brand meaning to be use ...

of a small sample of data is preferrable to the opposite. The participant researcher may collect data incognito or may identify ...

In the ethnographic tradition, it is more appropriate to talk about a research draft than a research design. The researcher must ...

The tradition is suited to the exploration of new themes. As an ethnographic researcher should attempt to be open-minded in his ...

Summary The community approach represents a social brand perspective and the community concept is a key concept in sociology. Ac ...

Managerial implications a brand with a powerful sense of community would generally have greater value to a marketer than a brand ...

Brand mystique can be uncovered and used as a source of inspiration for marketing campaigns aimed at the mainstream users of the ...

However, any marketer acting as an observer in a brand community should tread extremely cautiously. Community consumers do not l ...

in larger communities. Interpersonal relations dominate in the smaller clubs while the direct influence of the marketer on key m ...

Can all brands attract communities? Brand communities tend to evolve around brands with a long and interesting history, high-inv ...