Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 20 of 21 for “"Brand community"”.
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Brand Community
… one of the most essential notions in sociology, community, to branding in order to guide an exploration of the socially situated nature of brands. Data were collected in two distinct spheres: face-to-face (FtF), and Computer Mediated Environments (CMEs). The findings of this dissertation support …
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Brand Community: Expertise heterogeneity and behavioural intentions
… among themselves inside the collective virtual community of consumption in order to co-create value. By using the concepts of resources from the Service Dominant Logic of Marketing, heterogeneity from Organizational Behavior literature, and cultural lens from Consumer Culture Theory, this …
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Outdoor sports brands’ strategies for building Instagram brand community
… in 2019,” n.d.). Most direct-to-consumer brands are now using social media as a market tool to communicate with consumers, and the outdoor industry is no exception. Instagram, as the second most popular social networking medium globally, is a popular place to share photos and videos within …
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Analisis komunikasi pada brand community Sophie Paris dalam media sosial Facebook
… suatu komunitas merek, karena faktor utama dalam brand community adalah pembentukan komunikasi. Hubungan komunikasi tersebut tidak perlu aktif, tetapi paling tidak keberadaannya dapat ditentukan. Hal ini berarti bahwa komunikasi yang terjadi dapat melalui media sosial. Penelitian ini bertujuan …
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Strength in numbers : "Strength & Health" brand community from 1932-1964
… this dissertation examines the Strength & Health brand community through the pages of the magazine from the periodical’s debut in 1932 until the release of its sister publication, Muscular Development, in 1964. This project uses the Strength & Health brand community as a case study to demonstrate …
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King James holds court: A qualitative examination of the athlete brand community phenomenon
… on-field achievements, and attractive brand image facilitate a direct connection with the target demographic, little is known about how this indelible bond manifests itself in athlete brand communities. The literature concerning identification among like-minded consumers through …
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Effects of Online Brand Community on Value Creation Practices and Brand Loyalty: Mediating Effects of Community Loyalty
Online brand community refers to a specialized, non-geographically bound, online group of consumers, based on social communications and relationships among brand’s consumers. This study has four objectives; (a) testing the effects of online brand community by a sum of community markers, (b) testing …
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Preferred Methods of Communication of Millennial Alumni of the University of Arkansas’ Agricultural Education, Communications and Technology Department and the Impact of Brand Community on Potential Philanthropy
… in securing their support. The concept of brand community, an idea formed through social relationships amongst consumers of a common brand, regardless of location, who acknowledge their overlapping interests and share traditions and a sense of duty related to the brand (McAlexander et al., …
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Understanding how consumers navigate relationships within communities: Two essays
… and negative consumer experiences within brand communities. Specifically, I study how consumers proactively pursue positive experiences, and how they reactively manage negative experiences in this social marketspace. In Essay 1, I offer an integrative perspective with which to study …
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Brand Communities and Well-being: Learning to Age in a Red Hat
… exploration of the Red Hat Society (RHS), a brand community which focuses on celebrating older women. This research adds to the theoretical understanding of older female consumers by exploring how older women negotiate the meaning of aging, gender, and identity. Extending on brand community …
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Brand community (kesadaran bersama, ritual tradisi dan tanggung jawab moral) motor sport kawasaki ninja NIC’S (Ninja Club Sport) malang: Studi kasus pada komunitas motor sport kawasaki ninja NIC’S (Ninja Club Sport) Malang
… ini bertujuan untuk mengetahui bentuk-bentuk brand community (kesadaran bersama, ritual tradisi dan tanggung jawab moral) motor sport kawasaki ninja NIC’S (ninja club sport) Malang. Penelitian ini memakai metode kualitatif dengan pendekatan studi kasus. Subjek yang diteliti adalah pengurus dan …
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The role of consumer participation and engagement in influencing loyalty and word-of-mouth: user generated brand communities
… and word-of-mouth through a user generated brand community on Facebook by collecting evidence from both quantitative and qualitative studies. A quantitative study is adopted to test the engagement dimension and its relationships with other constructs, such as participation, loyalty, and …
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Customer Engagement and Value Co-Creation for Hospitality Open Innovation
… this research examines how hospitality brand community members engage in brand activities that co-create non-transactional knowledge value for open innovation. To achieve the research purpose, the dissertation consists of four independent studies. The design of the four studies followed …
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Customer engagement : conceptualisation, measurement and validation
Understanding the dynamics of focal customer/brand relationships has gained the interest of both scholars and marketers in the last three decades. Particularly, identifying the means of building enduring relationships with customers has been a popular research stream. In recent years, the concept …
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The ‘fluidity’ of beings portrayed through human-robot interaction: an analysis of human-to-Roomba robot relations
… their Roomba iRobots, via participation in a brand community or through forms of anthropomorphism such as treating it as a pet or human. I explain that there is a spectrum regarding the extent to which individuals anthropomorphize their Roomba and emotionally engage with the device. The thesis …
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Consuming online communities : computer operating systems, identity and resistance
… each offers distinct examples of modern-day branding, with individuals forming communities in which members signify their allegiance with these products. This thesis presents these individuals as User-Fans – those who develop an affinity with the mundane products of modern culture. Adapted …
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Mediating influences in intracommunity brand engagement: The performance of brand faces and brand heroes on the brand stage
… explores the relationship that forms between brand communities and those faces and heroes that represent the brand organisation. Previous research has focused on the direct relationships that individuals form with celebrities in the form of imagined parasocial or pseudo-relationships. The …
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Mediating influences in intracommunity brand engagement: The performance of brand faces and brand heroes on the brand stage
… explores the relationship that forms between brand communities and those faces and heroes that represent the brand organisation. Previous research has focused on the direct relationships that individuals form with celebrities in the form of imagined parasocial or pseudo-relationships. The …
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Sharing the love: Motivation and reward in brand-related user-generated content creation for social media
… unsponsored positive social media content about brands from the perspective of Content Creators and Social Media Managers. As the social media platforms’ algorithms increasingly suppress brand-created content to force paid-for business models, organic user-generated content (UGC) is becoming more …
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Reason and reaction: The dual route of decision making process on social media usage: The case of hospitality brand fan pages
… numerous Facebook fan pages. This form of online brand community is an effective tool for building relationships with consumers. Many hospitality firms (i.e. restaurants) have captured the strength of a fan page because it can enhance brand attractiveness and draw consumer attention.</p> <p>Little …
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