To stand up for the brands they support, members of brand communities develop “oppositional brand loyalty” towards other rival brands. This study identifies how the interaction characteristics of brand community affect the perceived benefits of community members, and whether the perceived benefits cause members to develop community commitment, as well as the relationship between community commi...

Social media brand communities have been widely adopted by marketers as a marketing channel to engage consumers, and by consumers as a source of product/brand information prior to their purchase decisions. The popularity of social media brand communities has attracted some academic research efforts. However, there still exist important research gaps to be addressed in the existing literature. F...

Purpose – This paper seeks to further our understanding of brand communities, and their role in brand co-creation, through empirical and theoretical contributions derived from researching the marketing dynamics operating within a successful but atypical form of brand community, Fairtrade Towns. Design/methodology/approach – The paper reflects a pragmatic application of Grounded Theory that capt...

2014 It is demonstrated using Faraday exprimental results and interpretations that air should not play a major cast in the experimental data published by Laroche et al.. This is also supported by other more recent studies. J. Phys. France 51 (1990) 697-700 15 AVRIL 1990, Classification Physics Abstracts 46.10-47.20F-05.60 The experimental results reported in this paper are really beautiful and ...

Many branding consumer-based models focus on analysing the influencing effects of the brand; however, not in relation to Generation Y. Given the size and influence of Generation Y, and that a number of brands (i.e. Red Bull) focus specifically on capturing Generation Y, increasingly their relevance to branding practitioners and branding academics is being realised. This study examines the relev...

Agricultural products are generally characterised by their commodity status. After years of poor returns, the New Zealand kiwi fruit industry developed the ZESPRI branding program in an attempt to position New Zealand kiwi fruit as an upmarket fruit category that appealed to today’s consumers. The brand has recently been released in New Zealand. This research assesses the effectiveness of ZESPR...