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Details:
Drawing from theory, and original examples discuss brand community, what it is, how they emerge and the processes through which they can be managed to develop mutually beneficial relationships for consumers and brands. (3,500 words)
Required reading:
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16.
Burns, D. J., & Fawcett, J. K. (2012) THE ROLE OF BRANDS IN A CONSUMER CULTURE. JBIB, 28.
Canniford, R. (2011). How to manage consumer tribes. Journal of Strategic Marketing, 19(7), 591-606.
Cova, B. (1997). Community and consumption: Towards a definition of the “linking value” of product or services. European Journal of Marketing, 31(3/4), 297-316.
Cova, B., & Cova, V. (2002). Tribal marketing: the tribalisation of society and its impact on the conduct of marketing. European journal of marketing, 36(5/6), 595-620.
Cova, B., & Dalli, D. (2009). Working consumers: the next step in marketing theory?. Marketing theory, 9(3), 315-339.
Cova, B., & Pace, S. (2006). Brand community of convenience products: new forms of customer empowerment–the case “my Nutella The Community”. European Journal of Marketing, 40(9/10), 1087-1105
Elliott, R., & Jankel-Elliott, N. (2003). Using ethnography in strategic consumer research. Qualitative market research: An international journal, 6(4), 215-223.
Elliott, R., & Wattanasuwan, K. (1998). Brands as symbolic resources for the construction of identity. International journal of Advertising, 17, 131-144.
Fournier, S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of consumer research, 24(4), 343-353.
Füller, J., Matzler, K., & Hoppe, M. (2008). Brand community members as a source of innovation. Journal of Product Innovation Management, 25(6), 608-619.
Gorse, S., Chadwick, S., & Burton, N. (2010). Entrepreneurship through sports marketing: A case analysis of Red Bull in sport. Journal of Sponsorship, 3(4), 348-357.
Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13(3), 311-330.
Hwang, J., & Choi, L. (2020). Having fun while receiving rewards?: Exploration of gamification in loyalty programs for consumer loyalty. Journal of Business Research, 106, 365-376.
Kozinets, R. V. (2002). The field behind the screen: using netnography for marketing research in online communities. Journal of marketing research, 39(1), 61-72.
Lacey, R., & Sneath, J. Z. (2006). Customer loyalty programs: are they fair to consumers?. Journal of Consumer Marketing, 23(7), 458-464.
Lyng, S. (1990). Edgework: A social psychological analysis of voluntary risk taking. American journal of sociology, 851-886.
McAlexander, J. H., & Schouten, J. W. (1998). Brandfests: Servicescapes for the cultivation of brand equity. In Servicescapes: The concept of place in contemporary markets (pp. 377-402).
McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of marketing, 66(1), 38-54.
McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. The Journal of Marketing, 38-54.
Merz, M. A., He, Y., & Vargo, S. L. (2009). The evolving brand logic: a service-dominant logic perspective. Journal of the Academy of Marketing Science, 37(3), 328-344.
Motion, J., Leitch, S., & Brodie, R. J. (2003). Equity in corporate co-branding: the case of Adidas and the All Blacks. European Journal of Marketing, 37(7/8), 1080-1094.
Muniz Jr, A. M., & O’guinn, T. C. (2001). Brand community. Journal of consumer research, 27(4), 412-432.
Muñiz, Jr, A. M., & Schau, H. J. (2007). Vigilante marketing and consumer-created communications. Journal of Advertising, 36(3), 35-50.
O’malley, L., & Tynan, C. (1999). The utility of the relationship metaphor in consumer markets: a critical evaluation. Journal of Marketing Management, 15(7), 587-602.
O’Malley, L., Patterson, M., & Kelly-Holmes, H. (2008). Death of a metaphor: reviewing the ‘marketing as relationships’ frame. Marketing Theory, 8(2), 167-187.
O’Sullivan, S. R., Richardson, B., & Collins, A. (2011). How brand communities emerge: The Beamish conversion experience. Journal of Marketing Management, 27(9-10), 891-912.
O’Sullivan, S. R., & Shankar, A. (2019). Rethinking marketplace culture: Play and the context of context. Marketing Theory, 19(4), 509-531.
O’Sullivan, Stephen R. (2015), “The Market Maven Crowd: Risk-Aversion and Enhanced Consumption Context Control in an Illicit Market”, Psychology & Marketing
O’Sullivan, Stephen R. (2016), “The branded carnival: the dark magic of consumer excitement”, Journal of Marketing Management,
O’Sullivan, Stephen R., and Richardson, B. (2012), “BPONG Ireland: Using a tribal marketing approach to achieve market growth”, University College Cork, Ecch Case No. 512-021-1
O’Sullivan, Stephen R., and Richardson, Brendan (2012),”Facilitating consumer-consumer-brand relationships and a brand network orbit: Two sides of the brand community development coin”, Academy of Marketing Conference 2012, Marketing: catching the technology wave, Southampton
Patterson, M., & O Malley, L. (2006). Brands, consumers and relationships: a review. Irish Marketing Review, 18(1/2), 10.
Ramaswamy, V. (2008). Co-creating value through customers’ experiences: the Nike case. Strategy & Leadership, 36(5), 9-14.
Sheth, J. N., & Parvatiyar, A. (1995). The evolution of relationship marketing. International Business Review, 4(4), 397-418.
Wendlandt, M., & Schrader, U. (2007). Consumer reactance against loyalty programs. Journal of Consumer Marketing, 24(5), 293-304.
Referencing:
Correct and accurate APA style referencing required for assignment 1 & 2
Examples:
O’Sullivan, S. R., Richardson, B., & Collins, A. (2011). How brand communities emerge: The Beamish conversion experience. Journal of Marketing Management, 27(9-10), 891-912.
O’Sullivan, S. R. (2015). The market maven crowd: Collaborative risk‐aversion and enhanced consumption context control in an illicit market. Psychology & Marketing, 32(3), 285-302.
https://apastyle.apa.org/style-grammar-guidelines/references/examplesLinks to an external site.
Submission & Formatting Guidelines:
Please note the following in relation to assignment submission:
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All assignments will be checked for plagiarism using Turnitin.
Do you need this or any other assignment done for you from scratch?
We assure you a quality paper that is 100% free from plagiarism and AI.
You can choose either format of your choice ( Apa, Mla, Havard, Chicago, or any other)
NB: We do not resell your papers. Upon ordering, we do an original paper exclusively for you.
NB: All your data is kept safe from the public.