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| Tekijä: | O'Sullivan, S.R. Richardson, B. Collins, A. |
| Otsikko: | How brand communities emerge: the beamish conversion experience |
| Lehti: | Journal of Marketing Management
2011 : AUG, VOL. 27:9-10, p. 891-912 |
| Asiasana: | brand names Irish republic market segmentation brand loyalty consumer behaviour |
| Kieli: | eng |
| Tiivistelmä: | This paper studies the processes, which contribute to the genesis of a brand community. This ethnographic study concentrates on the case of the Beamish brand community, a niche brand only available consistently in the locality of Cork city, Ireland. The results indicate that a collective conversion experience is fundamental to the emergence of this brand community. Following the initial conversion experience, the brand community endeavours to maintain the transcendent experience by practicing sacralisation maintenance, through the playful rituals and virtual play the community members practice. The mutual willingness of the converted to participate in these playful rituals has had an essential role in the reification of the Beamish brand community. Finally, we suggest how brand management should approach the initial attempts to form a brand community. |
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