Marketing i Zarządzanie
Previously: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu
Motywacja klientów do zaangażowania w społeczność wokół marki
(Customers’ Motivation to Engage in the Brand Community)
DOI: 10.18276/miz.2017.47-22
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The full text is available
| ISSN: | 2450-775X |
| eISSN: | 2353-2874 |
| Authors: |
Monika
Skorek
Uniwersytet Warszawski, Wydział Zarządzania |
| Keywords: | motivation community commitment brand community brand |
| Issue / book publication date: | 2017 |
| Page range: | 10 (241-250) |
| OAI-PMH: | Metadata |
| Klasyfikacja JEL: | M31 |
| |
Abstract
Market researchers have been interested in brand communities for nearly two decades. This study attempts to answer two questions: what is the motivation of consumers participating in brand communities and what tangible benefits can both consumers and brand managers have of the remaining communities? Literature analysis was used in this study. It allowed us to conclude that the motivation for joining into brand groups comes from several levels, and both the participants themselves and the managers can draw tangible benefits from it. For example, a group of brand fans is a valuable source of information for brand owners, helping to build lasting relationships between different stakeholder groups.
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