Brand network communities: Leveraging brand relationships within the supply-chain

Matthew A. Hawkins ()
Additional contact information
Matthew A. Hawkins: University of Lorraine

Journal of Brand Management, 2017, vol. 24, issue 6, No 2, 516-521

Abstract: Abstract Forming and managing a brand community is now a common marketing strategy for brands looking to increase consumer commitment and financial performance. Despite the advantages of having a strong brand community, brand community management is traditionally directed toward the consumer or end-user. The purpose of this paper is to argue brand communities can and should be formed within a brand’s entire network or supply-chain. Brand network community marketing is a user-centric marketing perspective. It purposefully encourages and supports the formation of brand communities with brand users regardless of their location within the supply-chain. In order to develop a brand community within a brand’s network, four activities to focus on are offered. The article concludes by discussing the implications of this work and offering avenues for future research.

Keywords: Brand community; Brand network community; Supply-chain; Marketing strategy; Branding (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://link.springer.com/10.1057/s41262-017-0041-9 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

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:pal:jobman:v:24:y:2017:i:6:d:10.1057_s41262-017-0041-9

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-017-0041-9

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().