How does a virtual brand community emerge? Some implications for marketing research

This article focuses on the analysis of the emergence process of online brand communities. It proposes a definition of the concept of brand community that solves some of the problems encountered with main earlier definitions.

How does a Virtual Brand Community Emerge?

Some Implications for Marketing Research

Abdelmajid AmineIAE Rouen, CREGO, University of Rouen, France.

Lionel SitzUniversity of Paris 12 – ESA, France.

INTRODUCTION

Nowadays, marketing literature largely admits...