Introduction:
The relevance of brand of communities is steadily increasing for the past many years. Ahonen and Moore (2005) said that community activity “is the biggest change in business in 100 years”. The recent changes in marketing and consumer behavior stress the need for understanding the relationship between the brand and consumer behavior in terms of their identity, attachment, culture and societal influence. One of the recent concepts in consumer behavior that explains the connection between one consumer and other is brand community. The term ‘brand community’ was first coined by Albert Muniz jr and C.O’ Guinn in 1995, when they have presented a paper in Consumer Research Annual Conference in Minneapolis, Minnesota, which was later published in Journal of Consumer research by the title ‘Brand Community’(2001). In this article they have defined brand community as “a specialized non-geographically bound community, based on structured set of social relations among admirers of brand”. Wikipedia defines “A brand community as a community formed on the basis of attachment to a product or marquee. Recent developments in marketing and in research in consumer behavior result in stressing the connection between brand, individual identity and culture. Among the concepts developed to explain the behavior of consumers, the concept of a brand community focuses on the connections between consumers. A brand community can be defined as an enduring self-selected group of actors sharing a system of values, standards and representations (a culture) and recognizing bonds of membership with each other and with the whole”.
Social media has become so popular these days that the business establishments are also trying to explore the opportuniti...
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For the sport industry, social media has enabled fans to have a closer relationship with sporting organisation operations while allowing their organisation to be strategic and more proficient with limited amount of capitals. This has helped sports to get involved in the business of “relationship marketing” (Grönroos 2004). This is mainly because social media enables the organisation platform to adopt a long term relationships with fans and continue to shape the idea of community once a game ends or season comes to close.
...s is achieved through social groups. Marketers focus upon group influence and social needs in their marketing activity to develop a stronger brand image which carers to the needs of the consumers.
There are many different acuities of what the brand identity consists of. But the more common definition of brand identity is that it is; ‘a set of relations the brand strategist seek to create or maintain’. The brand identity is hence something that the marketer ‘has’ as well as something he tries to generate through the right brand strategy. The brand identity must direct the particular vision and uniqueness of the brand – what the brand stands for principally, and the brand identity must be of a long-lasting or permanent nature. If the brand identity is both unique, different, and a clear expression of what the brand is all about as well as long-lasting, then it can create the basis of a solid, coherent and continuing brand and be the driver of all brand-related
Social media has a big role in our perception of brands in today’s world. The two companies have both attempted to integrate social media in their continued attempts to one up their competitor. Google has made attempts to cr...
If you asked 10 followers on Twitter if they prefer Coke or Pepsi, 9 out 10 would probably say Coke. This paper will explore the concepts of social media presence for The Coca-Cola Company. Why do people drink Coke? Why is Coke so popular? Questions such as these will be answered throughout this strategy recommendation project.
Social media is pertinent in use of communication throughout today’s organizations. There are many social media platforms that allow organizations to convey communication to potential consumers, stakeholders and the public. “It is essential for leaders to integrate these technologies and seek the best way to use social media and networks to the advantage of the business” (Billington, 2012, p.1). Business owners find that keeping up with current technology trends is essential in having a competitive advantage in the market place and having a strict set of standards and strategy is important in quickly adapting to social media trends.
3] Keller, K.L. (1993) Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing 57, 1–22.
When customer identify with specific brand and has emotional attachment they form a psychological attachment and relationship with the brand and try tell those thing of the brand which he/she like and work instinctively to the benefit of the brand (Kuenzel & halliday, 2010). Thomson et al, (2005) argued that brand identification such as brand attachment, brand connection and bond with brand, has strongly predicts the frequency of past and future purchase of the brand. The intense relation and attachment also drives consumer toward the benefit of the brand by purchasing the specific brand. Kuenzel et al. (2010) identify that the brand identification concept is built on social identity theory in which consumer are engaged with the brand and extensively of the brand concept in other self-restraints. Identification based on social identity theory is in core a perception of oneness with a group of persons and make an identity in marketing we can also say that customer make their brand as an identity of their self-mean people identify someone with their brand (Albert et al., 2013). The customers who they uses the brand and they emotionally attached to the brand make the brand their identity, those customer called evangelist.. Stronger brand identification with consumer disposed to emotional attachment in pro-brand activities. Their self as an evangelist with the brand and also with the manufacturer (Bhattacharya &Sen,
Companies looking to strengthen their social presence and establish consumer trust often discover themselves turning to this group of online “elites” and ‘personalities” for brand advocacy. These social media power users have the ability to bolster brands’ names through well-targeted word-of-mouth campaigns. The relationship between the influencer and the brand is mutually beneficial: as the influencer supports the brand’s credibility, the influencer’s stock arises because of its affiliation with the
The first advantage of using social media in business is increasing brand awareness. Social media can help business to build their brand awareness by increasing interactions with a business brand. Brand awareness means the total percent of a target people who know the company exists and what the company offers of products or services. When the brand awareness is increased, the possibility of buying is increased. Thus, efforts should be made to make the brand a part of the consciousness of customers. For example, Coca- Cola is one of the best companies that enjoy unusual...
Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.1 Social marketing is the design, implementation, and control of programs calculated to affect the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution, and marketing research. Basically, a social marketing campaign or programme contains a consumer orientation, an exchange and a long-term planning outlook. Consumer orientation is probably the key element of all forms of marketing. Different from the sales orientation, the marketing concept seeks to change the organisation’s aim to fit one or more particular groups of customers who have almost the same needs. At this point, it is useful to distinguish between customers and consumers. Customers are the people who buy the product and consumers are those who consume it. Moreover, customers could be called consumers as well. A parent buying toys for a child is a typical example that the parent is not only a customer, but also a consumer. Exchange is a fundamental and universal aspect of human behaviour. The basic concept of marketing is an exchange of resource or values b...
Community: William Arruda, contributor for Forbes states, “The members of your network can truly grow your brand by promoting you to those in their brand community. Building and nurturing relationships needs to become a part of your daily actions – that means finding ways to give value to those in your brand community.” (Arruda, 2014, p.11).
This method is used to “gain mutual understanding and find a win-win common ground” between brand and consumers, and develop a more long-term relationship beyond just sales (Straubhaar, 300). From Facebook posts and Tweets to Youtube videos, each channel offers a distinct venue for brands to share its content with consumers on platforms they frequent. Each of these social channels help develop the brand’s overall aesthetic and personality, giving consumers a more personal connection with the brand. In return, social media provides consumers with the ability to engage directly with the brands they take interest in, 24/7. Consumers can “favorite” or “like”, share, and post comments on brand posts which can increase brand awareness and spread their message. PR teams have taken advantage of the move from “business hours
...& MAKLAN, S. 2007. The role of brands in a service-dominated world. Journal of Brand Management, 15, 115-122.
Secondly, the social media has made it easier for businesses and business people such as bankers, business owners, brands, and even celebrities to communicate faster and to get things accomplished. Through social media interaction networks such as Twitter, Instagram, What...