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Brand Communities: Grundidee, Konzept und empirische Befunde

  • Bastian PoppEmail author
Chapter
Part of the Springer Reference Wirtschaft book series (SRW)

Zusammenfassung

Brand Communities stellen interessenbasierte Gemeinschaften von Konsumenten dar, die auf eine bestimmte Marke ausgerichtet ist. Im vorliegenden Beitrag werden die zentralen Charakteristika dieser Markengemeinschaften und Kriterien zur Typologisierung von Brand Communities vorgestellt. Zugleich wird dieses Phänomen von anderen konsumorientierten Gruppen abgegrenzt. Anschließend wird die enorme ökonomische Relevanz von Brand Communities skizziert und die Implikationen in einem Fazit festgehalten.

Schlüsselwörter

Brand Communities Markengemeinschaften Online Communities Facebook Brand Pages Gemeinschaftlicher Konsum 

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Copyright information

© Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2019

Authors and Affiliations

  1. 1.Institut für Handel & Internationales Marketing, Lehrstuhl für Betriebswirtschaftslehre, insbesondere HandelsmanagementUniversität des SaarlandesSaarbrückenDeutschland

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