Essays about: "Online Brand Communities"

Showing result 21 - 25 of 34 essays containing the words Online Brand Communities.

1. 21. “I crashed my car into a cement pole and cried all the way home but my eye makeup was still perfect” : A qualitative study of members’ sense of belonging within Sephora’s commodified community: Beauty Insider

   University essay from Södertörns högskola/Institutionen för kultur och lärande

   Author : Emma Ankarberg; [2019]
   Keywords : commodified communities; participatory culture; fan culture; consumer society; sense of belonging; online communities;

   Abstract : This study seeks to understand ways in which members’ experience a sense of belonging within Sephora’s own commodified community: Beauty Insider. Three research questions are presented, the final one being of highest importance: in which way do members of Beauty Insider experience a sense of belonging? To be able to understand the members, previous research is presented where Muniz & O’Guinn’s (2001) study on Brand Communities is essential, as well as the study conducted by Dholakia et al. READ MORE

3. 22. The Role of Online Brand Community and Social Networks in Corporate Brand Development: A focus on the machinery equipment industry

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Jiewen Cheng; Maria Contreras; Thuy Duong Nghiem; [2019]
   Keywords : B2B companies; Online brand community; Social networks; Relationship marketing; Corporate brand building; Business and Economics;

   Abstract : Purpose – This paper aims to explore online brand communities on social media platforms, built by B2B companies in the machinery equipment industry, and how these virtual spaces can contribute to relationship marketing and corporate brand building. Design/methodology/approach – The paper adopts both literature review and a multiple case study approach of two companies, Caterpillar and John Deere, in order to provide in-depth understanding and new insights. READ MORE

4. 23. Value Co-creation Practices in Brand Community of Airbnb

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Seyedmohammadali Siyasinejad; Teodor Teodosiev; [2019]
   Keywords : Brand Community; Value Co-creation; S-D Logic; Practice Theory; Airbnb;

   Abstract : Abstract Background: Value co-creation emerged at the beginning of the 21st century as a new way of understanding of value and its creation which occurs around individualized experiences of co-creation, leading to the creation of value that is exclusive to every person. In the essence of the concept of value co-creation lays the service-dominant logic of marketing. READ MORE

5. 24. Brand communities within esports : The interactions between esport organizations and consumers

   University essay from

   Author : Markus Holmström; Larglind Sopaj; Douglas Nord; [2019]
   Keywords : esports; esport organizations; brand community; virtual brand community;

   Abstract : Background:           In 2019, the esport industry is expected to become a billion-dollar                                  industry. This new industry has presented rapid growth in recent times                                  which has led to new organizations and companies being formed to                                  capitalize on this opportunity. READ MORE

6. 25. Controlling the Uncontrollable

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Amalie Helth Christiansen; Beatrice Bender; [2017]
   Keywords : Value Co-Creation; Governance; Co-Control; Space and Place; Online Brand Communities; Business and Economics;

   Abstract : Purpose: The purpose of this thesis is to tackle the paradox of governing free labour by exploring and drawing further understanding to the co-creation process in online brand communities. Originality: This study is the first to investigate co-creation from the theoretical perspective of the production of space and the first to introduce the concept of co-control in regards to the management of co-creation. READ MORE