Analyzing Brand Communities: Structure and Behavior

Abstract

Brand communities (BCs) are nowadays an omnipresent phenomenon. One can find them amongst others in the context of motorbikes (Harley Davidson), paddles (PlayStation), food (Nutella), sportbrands (Nike), toys (Lego), computers (Apple) and cars (Jeep). Especially in the latter there is hardly any automobile brand without a fan club or brand community. The variety of these communities with respect to structure and objectives of the community, backgrounds and motives of members to join the community is high. Existing literature on how these communities form and which different kinds exist is rare. What kind of motives does a private person (customer) have, to be part of or to build up and are their differences between the various communities around one brand?