Blogging the brand: Meaning transfer and the case of Weight Watchers’ online community

Erin Willis and Ye Wang
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Erin Willis: Public Relations and Media Design, University of Colorado – Boulder

Journal of Brand Management, 2016, vol. 23, issue 4, No 6, 457-471

Abstract: Abstract Brand communities are becoming increasingly popular online. The current study examines the Weight Watchers online brand community to understand the role consumer engagement plays in shaping brand meaning and how brand meaning is transferred through computer-mediated content. Social and cultural meanings are discussed. Practical implications for brand strategies are included and also how to engage consumers with content delivered through online communities.

Keywords: online community; online engagement; branding; brand meaning; strategic communication (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (4)

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DOI: 10.1057/bm.2016.16

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