Brand Community : A Community Of Brand Followers And Customers

1573 Words Apr 17th, 2015 7 Pages
Brand community is considered to be a community of brand followers and customers, fastened together by similar behavioural attachment towards the brand. As drastic innovation on the leading platforms reduces down, marketers become progressively limited in their influence, brands are requiring to move laterally to lodge their customer-centred needs. Brands are considering onlookers connected by the synchronization of their brand interest, rather than the unity of their social "real world" connections. The communities are trained on social media which bid amusing new opportunities to squeeze brand sensibility. Taking the commitment of the brand to a fully preserved community makes comprehensive sense in a customer-centred strategy. Marketers can build up brand communities by assisting in shared consumer experiences and strengthening the trustworthiness to the brand as an amalgamation towards the brand (McAlexander, Schouten, & Koenig, 2002). In the emerging consumer culture fuelled by industrial revolution, the sense of community and interpersonal bonds and unimagined fellowship is necessary for the growth of the brand and the manufacturers (McAlexander, Schouten, & Koenig, 2002). (Kalman, 2009)
Context
Brand communities minimum requirement is a unique brand as well as a techniques to bring together the consumers who are committed to the brand. The point to which consumers may adopt a brand’s principles and procedures even if they do not exemplify them initially, is the…
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