Building a Brand Community Online During a New Product Launch

Maribel Carvalho Suarez, Flavia Luzia Oliveira da Cunha Galindo, Vaclav Soukup Filho and Rafael Machado

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2015, vol. 19, issue spe2, 117-136

Abstract: This article presents an investigation of the building process of an online brand-associated community. It uses netnographic methods to investigate an automotive community, created months before a new model was actually launched. The study highlights the motivation to gather information and to influence product launch as factors to mobilize community existence. Category involvement, aspirational positioning of the corporate brand and revolutionary promises for this product also seem to be relevant to promote the community. The research presents a typology of community members based on two dimensions: information about the category and user experience with the brand/model. The typology distinguishes between newbies (low information and low experience), theoretical (high information and low experience), pragmatic (low information and high experience) and experts (high information and high experience). The paper highlights logics that stratify members´ interactions, explaining community formation dynamics and evolution processes.

Date: 2015
References: Add references at CitEc
Citations:

Downloads: (external link)
https://rac.anpad.org.br/index.php/rac/article/view/1143/1139 (text/html)
https://rac.anpad.org.br/index.php/rac/article/download/1143/1139 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:abg:anprac:v:19:y:2015:i:spe2:1143

Access Statistics for this article

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration) is currently edited by Marcelo de Souza Bispo

More articles in RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration) from ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração
Bibliographic data for series maintained by Information Technology of ANPAD ().