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Brand Communities: Grundidee, Konzept und empirische Befunde

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Handbuch Markenführung

Part of the book series: Springer Reference Wirtschaft ((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.

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Authors and Affiliations

  1. Carnegie School of Sport, Leeds Beckett University, Headingley Campus, Cavendish Hall, LS6 3QT, Leeds, UK

    Bastian Popp

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  1. Bastian Popp
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Correspondence to Bastian Popp .

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Editors and Affiliations

  1. EBS Universität für Wirtschaft und Recht, Wiesbaden, Hessen, Germany

    Franz-Rudolf Esch

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Popp, B. (2016). Brand Communities: Grundidee, Konzept und empirische Befunde. In: Esch, FR. (eds) Handbuch Markenführung. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-13361-0_43-1

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  • DOI: https://doi.org/10.1007/978-3-658-13361-0_43-1

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  • Print ISBN: 978-3-658-13361-0

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