What Kind of Members Are in Brand Communities?

Abstract

This study aims to explore what kind of members are in brand communities. Members of brand communities are heterogeneous in many respects except for their commitment to the brand. In this study, members are classified based on the relationships that they have in communities, specifically brand relationship and member-to-member relationship. As a result, we found that there are four groups in brand communities, and what kind of features they have. Finally, theoretical and managerial implications are discussed.