What do you think about Brand Communities?

Name: What do you think about Brand Communities?
Brand: Grin Publishing
SKU: 9783640176717
Price: 105.19 PLN
Availability: InStock

An insight of consumers' perception towards brand communities and the idea of mutual benefits

Autor: Bastian Storch

Język:

Oprawa: Miękka

Wydawca: Grin Publishing

Dostępność: Dostępna u dostawcy

Wysyłamy za 5-8 dni

105.19 zł

Bachelor Thesis from the year 2007 in the subject Communications - Public Relations, Advertising, Ma...

Informacje o książce

Autor

Bastian Storch

Język

Angielski

Oprawa

Książka - Miękka

Data wydania

2008

strony

EAN

9783640176717

ISBN

3640176715

Enbook ID

05278480

Wydawca

Grin Publishing

Waga

Wymiary

148 x 210 x 4

Pełny opis

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, comment: "An interesting and innovative piece of work" "Very promising work which is worth developing further" , 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.

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What do you think about Brand Communities?

An insight of consumers' perception towards brand communities and the idea of mutual benefits

Informacje o książce

Pełny opis

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