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How does a brand community emerge? Some implications for marketing research
in ESOMAR Conference in Marketing: Where Science Meets Practice, Warsaw, October 10-12, 2004 2004 - 24 P.
This paper focuses on the analysis of the emergence process of online brand communities. It proposes a definition of the concept of brand community that solves some of the problems encountered with main earlier definitions.
Based on a netnographic method, this research presents a case study of the emergence of two camera users communities (Nikon and Powershot) that provides fruitful comparison and allows to reinforce internal validity of the results.
Finally, the paper
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underlines the theoretical implications and the operational potential of the brand community concept for the researchers as well as for the brand managers.
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