Online Brand Communities - a Route to Brand Loyalty?
Purpose: The purpose of this thesis is to investigate if the use of online brandcommunities helps sporting goods brands in building brand loyalty.
Frame of Reference: The frame of reference begins with a presentation of brands leading upto brand equity and subsequently brand loyalty. The second part of thissection begins with a presentation regarding marketing communication,the promotional mix and online communities. Finally, brand loyalty andonline community is merged together into a presentation of brandloyalty in online brand communities.
Method: The purpose is examined through comparing secondary data withquantitative collected data about community members’ purchasingbehaviour prior and after joining a sporting goods brand community.
Empirical Framework: In this part the results of the online questionnaire is presented.
Conclusion: The survey concludes that sporting goods brands' online brandcommunities have a positive impact and suggestions on further researchare presented.
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