BRAND COMMUNITY PHENOMENON: A STUDY OF
BLAZER AND JAZZ COMMUNITIES
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Institusion
Universitas Atma Jaya Yogyakarta
Author
Salvy, Bani Katalina
Subject
International Marketing
Datestamp
2015-02-03 08:38:37
Abstract :
Brand communities nowadays have become a new form of experiencing the brand value inside a social group created by customers. As the knowledge about the product, brand, and company grows, customers now actively seek for a meaningful bond that can be derived from those relationships. Even though community is always seen as a whole, but treating the members generally is a serious mistake. Each of the members has their own reasons and goals that they expected to be derived from the particular community. Questionnaires were distributed to investigate the join-motives of each member in Blazer Indonesia Club and Jazz Fit Club by measuring the relationships based on customer-centric model by McAlexanderet al. From the study conducted, multiple segments based on different consumption motivations do exist.
Brand communities nowadays have become a new form of experiencing the brand value inside a social group created by customers. As the knowledge about the product, brand, and company grows, customers now actively seek for a meaningful bond that can be derived from those relationships. Even though community is always seen as a whole, but treating the members generally is a serious mistake. Each of the members has their own reasons and goals that they expected to be derived from the particular community. Questionnaires were distributed to investigate the join-motives of each member in Blazer Indonesia Club and Jazz Fit Club by measuring the relationships based on customer-centric model by McAlexanderet al. From the study conducted, multiple segments based on different consumption motivations do exist.
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