Brand communities: influencing organisations' identities and their perception of the business environment

John Lipinski, Michael F. Walsh and Laura M. Crothers

International Journal of Business Environment, 2011, vol. 4, issue 4, 363-377

Abstract: Companies strive to be in step with the marketplace. An organisation's identity shapes how it perceives the business environment and affects its market orientation. As media and entertainment choices multiply and evolve, it becomes more complex for companies to easily reach a broad audience. One solution to this problem is for companies to interact more directly with brand communities; specialised, non-geographically bound communities based on a structured set of social relations among admirers of a brand. Integrating and interacting with brand communities and allowing them to influence an organisation's identity will help companies to become more market-oriented and influence their perception of the business environment to more accurately reflect actual market conditions.

Keywords: brand groups; brand loyalty; marketing orientation; customer relations; consumer behaviour; brand communities; marketplace; market orientation; media choices; entertainment choices; business perceptions; broad audiences; company interaction; specialised communities; non-geographically bound communities; structured relations; social relations; brand admirers; community integration; market conditions; consumer influence; business environment; organisational identity; dynamic equilibrium. (search for similar items in EconPapers)
Date: 2011
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=43649 (text/html)
Access to full text is restricted to subscribers.

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:ids:ijbenv:v:4:y:2011:i:4:p:363-377

Access Statistics for this article

More articles in International Journal of Business Environment from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().