ÉMERGENCE ET STRUCTURATION DES COMMUNAUTÉS DE MARQUE EN LIGNE

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 consumer grouping. This research is based on a netography implemented to study the construction of three on-line brand communitie...

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Bibliographic Details
Published in:Décisions marketing 2007-04 (46), p.63
Main Authors: Amine, Abdelmajid, Sitz, Lionel
Format: Article
Language:fre
Subjects:
Brands
Clubs
Consumer attitudes
Consumer behavior
Initiatives
Inscriptions
Localization
Marketing
Online advertising
Studies
Online Access:Get full text
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Summary: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 consumer grouping. This research is based on a netography implemented to study the construction of three on-line brand communities through their members' interactions. Our findings made is 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 are drawn up.
ISSN:1253-0476