“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.
Table of Contents
1 Introduction
2 Literature Review
2.1 Relationship Marketing
2.1.1 The 30 relationships
2.1.2 Many-to-many marketing
2.1.3 Importance of relationship marketing
2.2 The Brand
2.2.1 Branding
2.2.1.1 Relationship Marketing and Branding
2.2.1.2 Branding in context with Mallow’s Model of Hierarchy of Needs
2.2.2 Brand loyalty
2.2.3 Brand value
2.3 Consumer buyer behaviour
2.4 The Brand Community
2.4.1 Company and Community – A specified Relationship
2.4.2 How the brand community concept works
2.4.3 The Marketing Aspect
2.5 Research Question
3 Methodology
4 Findings
4.1 Primary research – Quantitative
4.1.1 Survey results
4.1.1.1 Members and non-members
4.1.1.2 Members
4.1.1.3 Non-members
4.2 Primary research – Qualitative
4.2.1 An insight on consumers` perception
4.2.2 Discussion group results
5 Analysis and Discussion
5.1 The Brand Community Dilemma
6 Conclusion
Research Objectives and Core Themes
This dissertation investigates consumer perceptions toward brand communities and the concept of mutual benefits, with a focus on two-way communication between companies and community members. It explores whether win-win situations can be established to increase brand loyalty and satisfy both parties, while analyzing the effectiveness of brand communities as a marketing tool.
- Theoretical foundations of relationship marketing and brand management
- Consumer buyer behavior and the impact of brand communities
- Empirical analysis of consumer perceptions and expectations
- The role of mutual benefits and two-way communication
- Strategic implications for companies integrating brand communities
Extract from the Book
2.4 The Brand Community
Brand Community is a concept, which has been initiated by Muniz and O´Guinn. It defines “a specialised, non-geographically bound community, based on a structured set of social relationships among admirers of a brand.” (Muniz, Albert & O’Guinn (2001), “Brand Community,” Journal of Consumer Research, 27 (March), p.412) As brand communities have not been clearly defined yet there are more definitions which are pretty similar to each other. Thus there is a much more specific definition considering that in the above mentioned one lacks the content of the very concept as well as the membership basis.
A brand community is “a self selected, hierarchical and non-geographically bound group of consumers that share values, norms and social representations and recognise a strong feeling of membership with each other members and with the group as a whole on the basis of a common attachment to a particular brand.” (Amine & Sitz, 2004) It is made up for the executives, partners, employees, alliances, customers, shareholders and prospects. (Arruda, 2003) According to Muniz and O`Guinn a brand community provides certain important functions in favour of the brand like recruiting new members, giving free help and information and perpetuating the history and culture of the brand. (Muniz & O´Guinn, 2002) By the rise of `new electronic media´ advertising and marketing communications have dramatically changed. (Hoffman & Novak 1996; Bezjian Avery et al. 1998). It is up to the marketers to find ways the new tools of the `new electronic media´ to become more effective in terms of marketing communications. (Peltier, Schibrowsky & Schultz, 2003) This has opened up the door for virtual brand communities. (Amine & Sitz, 2004)
Summary of Chapters
1 Introduction: Introduces the concept of brand communities as a shift from dyadic to network-based consumer-brand relationships and outlines the dissertation's scope.
2 Literature Review: Provides a theoretical foundation covering relationship marketing, brand management, consumer behavior, and the mechanisms of brand communities.
3 Methodology: Explains the research strategy, justifying the use of qualitative ethnography and quantitative surveys to gain in-depth consumer insights.
4 Findings: Details the primary research results from both quantitative surveys and qualitative discussion groups regarding consumer perceptions of brand communities.
5 Analysis and Discussion: Discusses the findings, highlighting the "Brand Community Dilemma" regarding mutual benefits and information sharing.
6 Conclusion: Summarizes findings, noting that consumers prioritize benefits over brand admiration, and suggests strategies for effective community management.
Keywords
Brand Community, Relationship Marketing, Consumer Perception, Mutual Benefits, Brand Loyalty, Buyer Behavior, Two-Way Communication, Marketing Strategy, Brand Value, Ethnography, Qualitative Research, Quantitative Research, Customer Engagement, Brand Management, Market Research
Frequently Asked Questions
What is the core focus of this dissertation?
The work investigates consumer perceptions toward brand communities, specifically examining how the concept of mutual benefits influences loyalty and marketing effectiveness.
What are the primary themes addressed in this research?
Key themes include relationship marketing, brand value, buyer behavior, the dynamics of mutual benefits, and the strategic integration of consumers in business decisions.
What is the main research question of the study?
The research asks what consumer perceptions toward brand communities are in terms of mutual benefits and whether companies can successfully use these communities as effective marketing tools targeting both members and non-members.
Which research methods were employed?
The study utilized a mixed-methods approach, including a critical review of existing literature, a quantitative survey of 180 participants, and qualitative data from a discussion group and expert interviews.
What does the main body of the work cover?
The main body integrates theoretical frameworks with empirical primary research, covering marketing concepts, the mechanics of community interaction, and the analysis of collected consumer data.
Which keywords characterize this work?
The core keywords include Brand Community, Relationship Marketing, Consumer Perception, Mutual Benefits, and Brand Loyalty.
What is the "Brand Community Dilemma" discussed in chapter 5?
The dilemma describes the tension between consumers wanting high-value benefits while providing minimal data, versus companies aiming to maximize data collection and loyalty through these same benefits.
How do members versus non-members perceive brand community participation?
While non-members are often skeptical about data transparency, members are generally satisfied when the benefits they receive are perceived as high-value, justifying their participation and information sharing.
- Quote paper
- Bastian Storch (Author), 2007, What do you think about Brand Communities?, Munich, GRIN Verlag, https://www.grin.com/document/115895
