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1. 1. Offline Brand Communities - A future marketing tool for b2b companies?

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Madeleine Sundström; Ann-Katrin Bartel; [2015]
   Keywords : community; brand community; offline b2b brand community; interaction; trust; relationship marketing;

   Abstract : The community phenomenon has been recognized in various sciences, including business studies, whereby the latter have been focused on studying brand communities from a customer perspective in the b2c market. Until recently, the brand community’s importance for companies within b2b industries has however been neglected, especially regarding its original real-life setting. READ MORE