Marketing i Zarządzanie

Previously: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu


ISSN: 2450-775X     eISSN: 2353-2874    OAI    DOI: 10.18276/miz.2017.47-22
CC BY-SA   Open Access 

Issue archive / nr 1 (47) 2017
Motywacja klientów do zaangażowania w społeczność wokół marki
(Customers’ Motivation to Engage in the Brand Community)

Authors: Monika Skorek
Uniwersytet Warszawski, Wydział Zarządzania
Keywords: motivation community commitment brand community brand
Data publikacji całości:2017
Page range:10 (241-250)
Klasyfikacja JEL: M31
Cited-by (Crossref) ?:

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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