Global Perspectives on Achieving Success in... Servant Leadership: Research and Practice. In essence, a virtual brand community is a brand community that has been developed online with the characteristics of a virtual community. To Support Customers in Easily and Affordably Obtaining the Latest Peer-Reviewed Research, The place where consumers identify with the group they belong to, and who are actively involved in value co-creation and in the interactive exchange of opinions on online platforms in order to contribute to the development of the. Search our database for more, Full text search our database of 145,100 titles for. A possible inventor of this term and one of its first proponents was Howard Rheingold, who created one of the first major Internet communities, called "The Well." Search our database for more, Full text search our database of 145,100 titles for. The authors develop an eight-component VBCEP typology that refines Schau et al. Open and public comments can be seen by t… Copyright © 1988-2020, IGI Global - All Rights Reserved, Additionally, Enjoy an Additional 5% Pre-Publication Discount on all Forthcoming Reference Books, Learn more in: Entertainment Media: Times of Branded Content. Looking for research materials? A brand community can be defined as an enduring self-selected group of actors sharing a system of values, standards and representations (a culture) and recognizing bonds of membership with each other and with the whole. The model comprises “greeting”, “regulating”, “assisting”, “celebrating”, “appreciating”, “empathizing”, “mingling” and “ranking”. This invaluable market research can assist you and your team in choosing where you allocate human and capital resources, how you update and improve your product, and what products you develop for the future. Recently De Valck et al. Brand communities are characterized in shared consciousness, rituals and traditions, and a sense of moral responsibility. 2015). Definition of Virtual Brand Community (VBC): The place where consumers identify with the group they belong to, and who are actively involved in value co-creation and in the interactive exchange of opinions on online platforms in order to contribute to the development of the brand image (Peer et al. To Support Customers in Easily and Affordably Obtaining the Latest Peer-Reviewed Research,Receive a 20% Discount on ALL Publications and Free Worldwide Shipping on Orders Over US$ 295Additionally, Enjoy an Additional 5% Pre … A virtual community is a community of people sharing common interests, ideas, and feelings over the Internet or other collaborative networks. (2009), p. 185 define “virtual brand community” as “a specialized, non-geographically bound, online community, based on social communications and relationships among a brand's consumers.” The authors conclude that the nature of brand communities and their effect on consumer behavior remains nebulous to-date. Contributor (s): Stacy Wren. WhatIs.com. Search inside this book for more research materials. Looking for research materials? The members of the virtual brand community may not personally know each other; however, they are typically willing to exchange information regarding a … Definition of Virtual Brand Community: Refers to a group of individuals establishing relations between them in a platform provided by a specific brand. To Support Customers in Easily and Affordably Obtaining the Latest Peer-Reviewed Research, Refers to a group of individuals establishing relations between them in a platform provided by a specific. Once you have an active customer base engaging in your online brand community, you will have instant and continuous feedback. Research also shows that online brand communities cause companies to have better cross-department collaboration. These practices contribute to and maintain the community’s vision and identity, and strengthen shared … Search inside this book for more research materials. ’s (2009) four-component model of brand community engagement practices. Copyright © 1988-2020, IGI Global - All Rights Reserved, Additionally, Enjoy an Additional 5% Pre-Publication Discount on all Forthcoming Reference Books, Learn more in: How the Crowdsourcing Enhance the Co-Creation Into the Virtual Communities.