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What do you think about Brand Communities? : An insight of consumers' perception towards brand communities and the idea of mutual benefits - Bastian Storch
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2008, ISBN: 3640176715

[EAN: 9783640176717], Nouveau livre, [SC: 10.99], [PU: GRIN Verlag], BACHELOR; ADVERTISING; MARKETING, Druck auf Anfrage Neuware - Printed after ordering - Bachelor Thesis from the year 2… Altro …

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2008, ISBN: 9783640176717

Grin Verlag, Broché, 64 Seiten, Publiziert: 2008-09-29T00:00:01Z, Produktgruppe: Livre, Hersteller-Nr.: 9783640176717, 0.21 kg, Livres anglais et étrangers, Boutiques, Livres, Communicati… Altro …

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2008, ISBN: 3640176715

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What do you think about Brand Communities?: An insight of consumers' perception towards brand communities and the idea of mutual benefits [Soft Cover ] - edizione con copertina flessibile

2008, ISBN: 3640176715

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What do you think about Brand Communities?: An insight of consumers' perception towards brand communities and the idea of mutual benefits
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ISBN:

9783640176717


Bachelor Thesis from the year 2007 in the subject Communications: Media / Journalism, grade: 1,1, - (University of Lincoln, UK), course: Bachelor of Advertising and Marketing, 85 entries in the bibliography, language: English, comment: "An interesting and innovative piece of work" "Very promising work which is worth developing further" , abstract: "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.

Informazioni dettagliate del libro - What do you think about Brand Communities?: An insight of consumers' perception towards brand communities and the idea of mutual benefits


EAN (ISBN-13): 9783640176717
ISBN (ISBN-10): 3640176715
Copertina rigida
Copertina flessibile
Anno di pubblicazione: 2008
Editore: Grin Verlag
64 Pagine
Peso: 0,105 kg
Lingua: eng/Englisch

Libro nella banca dati dal 2008-12-13T13:28:24+01:00 (Zurich)
Pagina di dettaglio ultima modifica in 2023-07-27T09:36:00+02:00 (Zurich)
ISBN/EAN: 9783640176717

ISBN - Stili di scrittura alternativi:
3-640-17671-5, 978-3-640-17671-7
Stili di scrittura alternativi e concetti di ricerca simili:
Autore del libro : storch, bastian, think, von fournier, brand planning
Titolo del libro: perception, consumer insight, think, what what, insight out, brand you, the idea you

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