Building Brand Communities
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Building Brand Communities
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Author : Carrie Melissa Jones
language : en
Publisher: Berrett-Koehler Publishers
Release Date : 2020-06-09
Building Brand Communities written by Carrie Melissa Jones and has been published by Berrett-Koehler Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-06-09 with Business & Economics categories.
An authentic brand community is more than just people buying your product or working alongside one another. This book articulates the critical roles of mutual concern, common values, and shared experiences in creating fiercely loyal customer and collaborator relationships. Smart organizations know that creating communities is the key to unlocking unprecedented outcomes. But too many mistakenly rely on superficial transactional relationships as a foundation for community, when really people want something deeper. Carrie Melissa Jones and Charles Vogl argue that in an authentic and enriching community, members have mutual concern for one another, share personal values, and join together in meaningful shared experiences, whether online or off. On the deepest level, brands must help members grow into who they want to be. Jones and Vogl present practices used by global brands like Yelp, Etsy, Twitch, Harley Davidson, Salesforce, Airbnb, Sephora, and others to connect in a meaningful way with the people critical for their success. They articulate how authentic communities can serve organizational goals in seven different areas: innovation, talent recruitment, customer retention, marketing, customer service, building transformational movements, and creating community forums. They also reveal principles to grow a new brand community to critical mass. This is the first comprehensive guide to a crucial differentiator that gives organizations access to untapped enthusiasm and engagement.
Influencer Marketing
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Author : Joyce Costello
language : en
Publisher: Routledge
Release Date : 2020-11-29
Influencer Marketing written by Joyce Costello and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-11-29 with Business & Economics categories.
This is one of the first textbooks to explore the phenomenon of Influencer Marketing and how it fits within marketing communications to build brands and their communities. Influencers – those who can impact a brand’s marketing and advertising strategies as well as build brand communities – are making extensive use of the new digital and traditional communications platforms. Influencers offer brands the ability to deliver the “right” communication and marketing messages to a specific target audience. Across four core sections, this book brings together the key theory and practical implications of this new marketing tool: how it works as part of communications campaigns, including how to select the right influencers and measure their success, the dark side of influencer marketing, and the legal and ethical framework. With contributions from authors across the globe, each chapter is also accompanied by an in- depth case study – from the Kardashians to Joe Wicks – that demonstrates how the theory translates to practice. Influencer Marketing is important reading for advanced, postgraduate and executive education students of Marketing, Digital Marketing, Marketing Communications, Brand Management and Public Relations. With its accessible style and practical content, it is also highly valuable for Marketing Communications, Branding and PR specialists.
Online Brand Communities
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Author : Francisco J. Martínez-López
language : en
Publisher: Springer
Release Date : 2015-12-11
Online Brand Communities written by Francisco J. Martínez-López and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-12-11 with Business & Economics categories.
This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities.
Branding And Sustainable Competitive Advantage Building Virtual Presence
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Author : Kapoor, Avinash
language : en
Publisher: IGI Global
Release Date : 2011-09-30
Branding And Sustainable Competitive Advantage Building Virtual Presence written by Kapoor, Avinash and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-09-30 with Business & Economics categories.
Successful brand building helps sustain relationships with consumers, creating long-term sustainable competitive advantage and protecting businesses from market turbulence and uncertainties. Manufacturing processes can often be duplicated in ways that strongly held attitudes established in consumers’ minds cannot. Branding and Sustainable Competitive Advantage: Building Virtual Presence explores the processes involved in managing brands for long-term sustainable competitive advantage. Managers, professionals, and researchers will better understand the importance of consumers’ perceptions in brand management, gain insight into the interface of positioning and branding, learn about the management of brands over time and in digital and virtual worlds, be able to name new products and brand extensions, and discover how marketers develop and apply strategies to position their brands.
Computer Mediated Marketing Strategies Social Media And Online Brand Communities
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Author : Bowen, Gordon
language : en
Publisher: IGI Global
Release Date : 2014-10-31
Computer Mediated Marketing Strategies Social Media And Online Brand Communities written by Bowen, Gordon and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-10-31 with Business & Economics categories.
For years, technology has been the impetus for progress in various processes, systems, and businesses; it shows no sign of ceasing further development. The application of technology-driven processes in promotionally-oriented environments has become more and more common in todays business world. Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage. Focusing on qualitative research, various technological tools, and diverse Internet environments, this book is a necessary reference source for academics, management practitioners, students, and professionals interested in the application of technology in promotionally-oriented processes.
Strategic Place Branding Methodologies And Theory For Tourist Attraction
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Author : Bayraktar, Ahmet
language : en
Publisher: IGI Global
Release Date : 2016-08-15
Strategic Place Branding Methodologies And Theory For Tourist Attraction written by Bayraktar, Ahmet and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-08-15 with Business & Economics categories.
Drawing the attention of tourists to different destinations around the world assists in the overall economic health of the targeted region by increasing revenue and attracting investment opportunities, as well as increasing cultural awareness of the area’s population. Strategic Place Branding Methodologies and Theory for Tourist Attraction investigates international perspectives and promotional strategies in the topic area of place branding. Highlighting theoretical concepts and marketing techniques being utilized in the endorsement of various destinations, regions, and cities around the world, this publication is a pivotal reference source for researchers, practitioners, policy makers, students, and professionals.
Research Anthology On Social Media Advertising And Building Consumer Relationships
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Author : Management Association, Information Resources
language : en
Publisher: IGI Global
Release Date : 2022-05-13
Research Anthology On Social Media Advertising And Building Consumer Relationships written by Management Association, Information Resources and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-05-13 with Computers categories.
Social media has become a key tool that businesses must utilize in all areas of their practices to build relationships with their customer base and promote their products. This technology is no longer optional as those who do not take advantage of the many benefits it offers continue to struggle with outdated practices. In order for businesses to flourish, further study on the advantages social media provides in the areas of marketing and developing consumer relationships is required. The Research Anthology on Social Media Advertising and Building Consumer Relationships considers best practices and strategies of utilizing social media successfully throughout various business fields to promote products, build relationships, and maintain relevancy. This book also discusses common pitfalls and challenges companies face as they attempt to create a name for themselves in the online world. Covering topics such as marketing, human aspects of business, and branding, this major reference work is crucial for managers, business owners, entrepreneurs, researchers, scholars, academicians, practitioners, instructors, and students.
What Do You Think About Brand Communities
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Author : Bastian Storch
language : en
Publisher: GRIN Verlag
Release Date : 2008-09-26
What Do You Think About Brand Communities written by Bastian Storch and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-09-26 with Business & Economics categories.
Bachelor Thesis from the year 2007 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,1, , course: Bachelor of Advertising and Marketing, language: English, 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.
The Sustainable Global Marketplace
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Author : Mary Conway Dato-on
language : en
Publisher: Springer
Release Date : 2014-10-27
The Sustainable Global Marketplace written by Mary Conway Dato-on and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-10-27 with Business & Economics categories.
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2011 Academy of Marketing Science (AMS) Annual Conference held in Coral Gables, Florida, entitled The Sustainable Global Marketplace.
Online Brand Communities Value Creating Capabilities Of Brand Communities On Facebook
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Author : Bastian Bakeberg
language : en
Publisher: Anchor Academic Publishing (aap_verlag)
Release Date : 2015-03-30
Online Brand Communities Value Creating Capabilities Of Brand Communities On Facebook written by Bastian Bakeberg and has been published by Anchor Academic Publishing (aap_verlag) this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-03-30 with Business & Economics categories.
Abstract This dissertation examines how online brand communities create value through social practices. Building on the work of Schau et al. (2009) this study utilizes a netnographic approach and qualitatively investigates how Facebook brand Fan Pages are employed as brand community resources, to alleviate ties between members in the community and to establish consumer-brand-relationships. Through hermeneutic data analysis the following four value creating practices are discovered: ‘exchanging brand narratives’, ‘celebrating brand love’, ‘support and information resource’, and ‘pressure valve for discontent’. The findings are drawn from qualitative interviews and netnographic observations of three Facebook brand Fan Pages. It is found that interaction among community members and engagement with the brand itself develop practices creating value on Fan Pages. Postmodern consumers want to be able to influence brands and also long for connections with other consumers; besides relationships are shaped by dialogue and interaction. Facebook Fan Pages offer means to achieve this and allow brands to become part of consumers ́ lives. This study extends research on brand communities to the field of Social Networking and discovers insights helpful for marketing practitioners. The four detected practices create value and reconfirm findings of earlier studies on brand communities, but also add new insights by explaining how value is developed. The findings enhance understanding why and how consumers engage online with brands and other members and especially what kind of value these consumers derive from brand Fan Pages.