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 13 of 13 for “"brand communities"”.
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Brand Communities and Well-being: Learning to Age in a Red Hat
… volunteer a significant amount in their communities and provide essential caregiving to family members and friends. Moreover, older females outnumber older males and with the baby boomer population aging over 65, this segment is becoming more influential. Yet there is surprisingly little …
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The social cognitive approach to understanding consumers' engagement behavior in online brand communities in South Korea
… explain consumers' engagement behavior in online brand communities (OBCs). Recently, marketers exploited OBCs, a nontraditional form of marketing communication, to reach their target consumers. In the current study, the SCT framework assumed that consumers' engagement behavior in OBCs was a …
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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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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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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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Brand Community
… 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 the assertion …
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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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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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SOCIAL LISTENING: CONSUMER INSIGHT IN A NARRATIVE PYRAMID
… has sparked tremendous commercial interests. Brands and companies have taken various approaches to capturing the business potential of social networks, such as posting targeted ads and building online brand communities. This paper focuses on another emerging business application of social …
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Subculture of Deer Hunters and the Negotiation of Masculinity: An Ethnographic Investigation of Hunting in the Rural South
… of consumption (Schouten and McAlexander 1995), brand communities (Muñiz and O'Guinn 2001), and tribal marketing (Cova and Cova 2002), describe phenomena that are of relatively short duration and are highly market mediated, I suggest an alternate conceptualization of community that includes the …
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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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Marketing and consumption of popular music : the case of New Model Army.
… and combined with social identity theory and branding theory. A broadly ethnographic approach, harnessed to a combination of social constructionist, hermeneutico-semiotic and discourse-analytical perspectives was used for the study. A range of data collection methods was used, including …