10 pages (2500 words)
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... community, according to Muniz, Albert and O’Guinn (2001) is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. Brand is an icon of modernity and is most certainly a modern invention. Brand community has also been defined as “a fabric of relationships in which the customer is situated. Crucial relationships include those between the customer and the brand, between the customer and the firm, between the customer and the product in use, and among fellow customers” (McAlexander, Schouten, & Koenig, ctd by Seo, Green, Ko, Lee & Schenewark, 2007). Brand community is a set of individuals who relate to each other for their interest in...