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Online communities are becoming “places” of belonging, information, and emotional support that people cannot do without. These social groups have a real existence for their participants, and thus have consequential effects on many aspects of behaviour. This article examines collective value creation and empowerment in an online brand community. It presents the main features of an online brand community, the process of value co-creation, and motivators for participating in online brand communities. These key factors jointly characterize collective value creation and empowerment. This netnographic study focuses on an online brand community called BrickBuilders, which is a meeting place for LEGO builders in Finland. BrickBuilders’ members feel a sense of belonging, they share similar motivations, and they create value together. Introduction .
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Traditions include certain behavioural norms and values. The third feature is a sense of moral responsibility, which is a felt sense of duty or obligation to the community. The sense of moral responsibility is what produces collective action. Heinonen and Halonen (2007) have identified motivators for online brand community activities. Members want to belong to something, build and strengthen their identities, get feedback from others, and create something new. The Process of Collective Value Creation . Schau and colleagues (2009) have identified the process of value co-creation in online brand communities. The process consists of four thematic practices, which are social networking, impression management, community engagement, and brand use. Social networking is a practice that focuses on creating, enhancing, and sustaining ties among brand community members.
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Customizing means modifying existing ideas and discovering new ideas, which result in customized products. Commoditizing means that members rant or chastise some products, but at the same time, they have new ideas on how those products could be developed. Synthesis of the Theoretical Framework . The main features of online brand communities, value co-creation, and motivators for participating in online brand communities (Heinonen and Halonen, 2007; Kozinets, 2010; Muniz and O’Guinn, 2001; Schau et al., 2009) are the key factors that jointly – realized in various combinations – characterize collective value creation and empowerment in an online brand community. The collective value creation and empowerment in the online brand community may occur when its members have a sense of belonging, they create value together, and they have similar motives. The collective value creation and empowerment of the online brand community allows mutual interaction between the online brand community and the company as well as other stakeholders. Companies have an opportunity to communicate with consumers and influence their opinions (Kozinets, 2010) and vice-versa. We have moved away from one-way transactions to a relationship-based interaction model that emphasizes consumers’ and other stakeholders’ roles in networks and communities.
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When people knew this news, they hold an “anti-brand community” movement to resist the club-Mix action.In order to form a common brand moral in a social community.They thought brand community is a network relationship that center on the focal customers.Muniz & O’Guinn (2001, in Parsons & Maclaran, 2010) defined “brand community as a non-geographically bound community based upon a structured set of social relationships among admirer of a brand who may be physically distant to one another.” McAlexander, Schoute, and Koenig (2002) suggested an extension of Muniz & O’Guinn’s model (Customer-Customer-Brand triad).In order to build brand community, Mix set up their own web set in 2003.
A brand community is established around supporting a particular brand or product (Burgh-Woodman and Brace-Govan, 2007).The aim of this paper is to analyze the definition of brand tribe and some relevant literatures to evaluate how marketers engage with the phenomena of brand tribe to build a long term relationship with tribes.In this view, the term of “brand community” may be not an adequate explanation of describing tribes.This research expands the focus on social relationships in the consumer behavior area and looks into the dynamics of a group of consumers focusing on one brand (brand tribe) for marketing opportunities.According to Kozinets and Handelman (2004), this community, in some instances, may diminish brand equity, just like a...
Oppositional brand loyalty is an additional social process perpetuating consciousness of kind, from which brand community members derived an important characteristic of their communal experience.There exist numerous definitions of community; a review of the sociology literature brings out three essential components of a community, as well as the critical notion of imagined community (Anderson 1983).Consciousness of kind is the feeling of belongingness which the people have to the community and its members which is absent for others who are not a part of the community.(Author: Lee, L and Fournier, S; HARVARD BUSINESS REVIEW Vol: 87 Issue: 4 2009) A brand community is a specialized community not affected by geographic barriers, based on a ...
|Uploaded time:||March 9, 2022|
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