Brand Community

Brand Community

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Description

Please note that the content of this book primarily consists of articles available from Wikipedia or other free sources online. A brand community is a community formed on the basis of attachment to a product or marque. Recent developments in marketing and in research in consumer behavior result in stressing the connection between brand, individual identity and culture. Among the concepts developed to explain the behavior of consumers, the concept of a brand community focuses on the connections between consumers. A brand community can be defined as an enduring self-selected group of actors sharing a system of values, standards and representations (a culture) and recognizing bonds of membership with each other and with the whole. Brand communities are characterized in shared consciousness, rituals and traditions, and a sense of moral responsibility.show more

Product details

  • Paperback | 100 pages
  • 149.86 x 223.52 x 5.08mm | 136.08g
  • Miss Press
  • United States
  • English
  • 6135951211
  • 9786135951219