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Contribution Details
| Type | Conference or Workshop Paper |
| Scope | Discipline-based scholarship |
| Published in Proceedings | Yes |
| Title | The Impact of Brand Equity on the Dynamics of Oline Brand Communities |
| Organization Unit | |
| Authors |
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| Presentation Type | paper |
| Item Subtype | Original Work |
| Refereed | Yes |
| Status | Published in final form |
| Language |
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| Event Title | Marketing Dynamics Conference 2011 |
| Event Type | conference |
| Event Location | Jaipur, India |
| Event Start Date | July 26 - 2011 |
| Event End Date | July 29 - 2011 |
| Place of Publication | Proceedings of Marketing Dynamics Conference 2011 |
| Abstract Text | The great potential offered by online social networks to attract consumer attention to brands and extend customer relationships has captured the marketer’s imagination. Consumers will join specific brand communities on online social networks and publically associate themselves with a brand, because they possess a preconceived perception of the underlying brand. We illustrate the impact of brand perception on the formation of online brand communities from a social-network perspective using individual-level network data. We show that brand perception – namely, differentiation, relevance, esteem, and knowledge – not only attracts the initial brand community, but also has an impact on the brand community’s evolution. Moreover, the network characteristics of the initial brand community are crucial for the long-term success of the brand community. |
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