Advertisement

Theoretical Foundations and Literature Review

  • Sandra Meister

Abstract

The term brand community consists of the two constitutive components: brand and community. Before providing an overview of the current research and definitions of the brand-community phenomenon, the two base terms— community and brand/branding—are described.

Keywords

Social Identity Product Category Purchase Intention Brand Equity Brand Loyalty 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden 2012

Authors and Affiliations

  • Sandra Meister
    • 1
  1. 1.HamburgGermany

Personalised recommendations