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Über dieses Buch

This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities.

Inhaltsverzeichnis

Frontmatter

2016 | OriginalPaper | Buchkapitel

Chapter 1. Introduction

Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo

2016 | OriginalPaper | Buchkapitel

Chapter 2. Evolution of the Web

Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo

2016 | OriginalPaper | Buchkapitel

Chapter 3. Foundations and Structure of the Social Web

Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo

2016 | OriginalPaper | Buchkapitel

Chapter 4. Utility of the Social Web for Business

Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo

2016 | OriginalPaper | Buchkapitel

Chapter 5. Evolution of the Marketing Mind-Set and the Value-Creation Process

Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo

2016 | OriginalPaper | Buchkapitel

Chapter 6. Brand and Social Web

Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo

2016 | OriginalPaper | Buchkapitel

Chapter 7. Conceptual Approach to Community, Virtual Community and Online Brand Community

Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo

2016 | OriginalPaper | Buchkapitel

Chapter 8. Types of Virtual Communities and Virtual Brand Communities

Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo

2016 | OriginalPaper | Buchkapitel

Chapter 9. Consumers’ Motivations to Participate in Virtual Brand Communities

Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo

2016 | OriginalPaper | Buchkapitel

Chapter 10. Factors Influencing Members’ Engagement with Virtual Brand Communities

Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo

2016 | OriginalPaper | Buchkapitel

Chapter 11. Value Creation in Virtual Brand Communities

Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo

2016 | OriginalPaper | Buchkapitel

Chapter 12. Creating and Developing Virtual Brand Communities: Some Practical Guidelines

Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas, Sebastián Molinillo

Backmatter

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