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- Title
ÉMERGENCE ET STRUCTURATION DES COMMUNAUTÉS DE MARQUE EN LIGNE.
- Authors
Amine, Abdelmajid; Sitz, Lionel
- Abstract
This article analyzes the process of emergence and structuring of brand communities. First the concept of brand community is defined and distinguished from other forms of consumers grouping. This research is based on a netnography implemented to study the construction of three on-line brand communities through their members' interactions. Our findings made it possible to identify the main phases of emergence as well as their occurrence process. Finally some marketing implications for practitioners, concerning the opportunity for the companies to move close to the brand communities members, are drawn up.
- Subjects
CONSUMER behavior; HUMAN behavior; CONSUMER research; MARKETING research; MARKETING; BRAND name products
- Publication
Décisions Marketing, 2007, Issue 46, p63
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/dm.046.63.75