What do you think about Brand Communities. 12+

📕 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, 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 relations...