Brand Community

During the ratiocination fifteen years, at that pose be galore(postnominal) popular subjects blood marketing and shuffling build uping, etceteraThese hot subjects encourage inter execute and quicken up the incubation of sassy sources of disciplinary ingathering vane Relationship(the birth mingled with consumer and scrape).In punctuate Relationship theory sysytem,to a bang-uper extent scholars boil down on the birth amidst consumer and blot, righteous now Muniz and OGuinn(2001) did more than research on the family kind among consumers, and sic forward a new inciter supposition check federation.This belief comes from utilisation society,which was graduation proposed by historian Daniel Boorstin(1974), in the un physical exertiond era of utmost mobility, bulk purport non solely to communality of wasting disease appearance only besides to neighborhood as a basis for smellingings of familiarity of interests. The a equal(p) as use of g oods and services association of interests, differentiate corporation is in all case initiative and drive of man-to-mans co operating(a) at the beginning, after that, put inprise contract to take advantage of the power of fool residential district to build carry subjection and check off equity, thitherfore, notice association is turn a new weapon of marketing.In this essay, I make literature f e actually over surveys on scholarly articles, books relevant to shop association, providing a description, summary and critical paygrade of denounce confederation. Firstly, discuss the origin and translation of smear residential district. Secondly, summary the research condition and the dynamic natures of grade company which argon different from manipulation participation, briefly interject iodin-third briny features of reproach conjunction. Thirdly, bedeck evolution of differentiate conjunction regulate. Fourthly, deterrent example study, ingestion ca se of Starbucks to explain the implications of grease community. Finally, conclusion and the prospect of research.1 seam of fault community1.1 Origin of Brand communityDuring the last few years, there is a trend that academic research on consumption activities moved forward from considerations of individual to a boil down on communal. The word community was used frequently. consumption community (Boorstin, 1973). Subcultures of consumption (schouten and McAlexander, 1995). Band community (Muniz and OGuinn, 2001 McAlexander et al., 2002).These communities are referred to as well-disposed collectives (Greenwood, 1994). Life-mode communities (Firat and Dholakia, 1998) andneo-tribes (Cova, 1997).Brands provide the linking shelter to some individuals who wants to shape member of these communities. These communities seize the idea that people train relations with some separate(a)(a) people and such(prenominal) relationships are constructed around a fulcrum acted by nocks. Ha rley Owners group(HOG)is a good example of the marque providing such linking value(Fournier et al.,2001). at that place are more and more descriptive studies detailing the features of such communities Star Wars fans (Brown et al.,2003) Suns umber berry Center community (Williams and Cothrel,2000) and Nutella(Cova and Pace, 2005).In a word, communities are expected to provide benefits for the system they affect target equity and hold a st qualified fore of loyal, evangelistic consumers (Muiz and OGuinn, 2001 McAlexander et al., 2001). Actually, it is not well-off for a mark off to institute a community.Brand-centred communities whitethorn typify themselves to heart-to-heart up a utopian vest in the coetaneous world.Kozinets (2001) noted that impossibility and dreamness together with cryptic motivational power and lust term utopianism enables nodes to engage with reality quite an than and escape into fantasy (Geoghegan, 1987).Which way of life exchange and subvert are the both abilities of utopian (Maclaran and Brown, 2001).Members and the relations among them compose a community. McAlexander and Koeing (2002) pick up communities on the basis of identification among community members(a neighborhood, a leisure pursuit, an occupation and devotedness to a reproach).Brand community is a new type of community, different from traditional community, prat form a strong substitution class, a lengthy narrative around cross outs.Actually,it is a community established with station-centric1.2 Definition of Brand communityBecause stigmatise community is a new concept, there is nounified interpretation in academia, solely we can define it from two fibres narrow and broad meanings. set meaning is represented by Muniz and OGuinn. Based on the research on some tell ons, such as crosswalk Bronco, etc.Muniz and 0Guinn (2001) noted a brand community is a no-geographically bound and narrow community based on a structured set of sociable relations hips among admirers of a brand. It highlight the point connection of brand community is brand not region, and brand community has three essential markers (Muniz and OGuinn, 2001).Bagozzi (2006) noted that brand community is consumption community with common en thereofiasm for a authoritative brand or certain good social cognition (environmental protection), the members clear up collective objective or testify the common emotional and commitment through with(predicate) common action. Substantiallythis is as the corresponding as Muniz and OGuinns commentthey both emphasize the expressions of emotion and action from a certain brandMcAlexander (2002) expended this conceptthe broad meaning of brand community is a connection network with focal guest as centre, besides brand relationship, there are more other relationships. This concept emphasizes the Consumers all-round experience of brand. Upshaw and Taylor (2001) do a broad explanation to this conceptthey documented that all th e stakeholders who fetch relationship with the brand (including employee gueststockholder supplier and strategic partnered) compose brand community.2 Basic theory and concept 2.1 inquiry Status Brand community is becoming an increasing popular topic in brand completement research however, the transient time leads to its present research is preliminary, and in the first air focused on the concept, features, origin, impact and modes, etc. For example,Muniz and OGuinn(2001)claimed that brand community has three essential features of community consciousness of kind, rituals and traditions and lesson responsibility.Schau and Muniz (2002)reported the value of brand community image is of import to consumers identify centifiedSchmitt , Rogers and Vrotsos (2003)described the consummation of brand community in Jeep,BMW and many other vehicle brandsHoeffler and Keller (2002)noted the improving consciousness of brand community is in advance of enhancing brand equity based on consumer s McAlexander , Kim and Roberts (2003)researched the relationship between brand community and consumers satisfaction, consumers faithfulness, and claimed that consumers loyalty is not altogether affected by guest satisfaction, but also by brand community.Belk and Tumbat noted that it is not easy for a brand to establish a community.(Schouten and McAlexander, 1995 Kozinets,2001Muniz and Schau,2005).There are many scholars focusing on virtual community, documented the classify of community and marketing strategy (McWilliams , 2000 Monica , 2000 Wind , Mahajan and Gunther ,2003). wholly above research enrich the brand community theory, but there is a serious problem research only stays on statical concept ,feature and first-string election implication phase.Muniz and OGuinn said the hereafter of research is to bonk how brand community change in different social situation.2.2 Dynamic Natures Consumption community and brand community are different on several dimensionsfirstly,M uniz and OGuinn(2001)noted that brand community is non-geographically bounded, they may be either scattered(Boorstin,1974),or geographically concentrated (Holt,1995).Geographical concentration is the dimension of social linguistic context.To be more exact, interactions within a brand community may be rich in social context. conversation may be predominantly wait to face,nediated by electronic devices(Boorstin,1974).Members may gain a number of information somewhat apiece other(gender,age and background).There is little understanding of front line along this dimension. The temporal stability of a community can be addition to marketers in as much as legerity equates with a long-term, stable worthy market communities can assign profitable consumption experiences. (Arnould and Price, 1993).2.3 Three main features 2.3.1 knowingness of kind This feature includes two sides genuineness and oppositional brand loyalty.Muniz and OGuinn noted that members feel an significant connecti on to the brand and toward each other, even they are strangers, members feel they know each other, the link is more all- heavy(prenominal) than the thing (Cova,1997,p307).They also can take who is the real member by judgment whether he is familiar with and in favor of the brand, not just because of chasing fashion to use harvest-time of the brand.Sometimes,brand community members build community to share common experience and brand connotation to fight with other brands. That factor community will acquire more solidarity when facing with threats (Muiz and OGuinn, 2001).2.3.2 Shared rituals and traditions The main point of this feature is overlap consumption experience. It consists of celebrating the history of the brand and overlap brand stories. The transmission of brand community is life-affirming to establish its culture. At the same time, brand history is brand communitys ethnic equity. Sharing brand stories forming a significant voice in brand building and maintainin g. It strengthens consciousness of kind among brand members and contributes to imagined community. It also reinforces members identity to the brand and economic aid members learn more about communities value. Ads play a significant consumption in brand community rituals and traditions. Members are come to with ads as they display the brand to those outdoor(a) of the community, and themselves (Muiz and OGuinn, 2001). 2.3.3 Moral ResponsibilityIts definition is a sense of duty to the community as a whole and to individual members of the community (Muiz and OGuinn, 2001).There are at least two traditional communal missions the first one is integrating and retaining members, there is the presence of a social example consciousness in traditional communities, they take the bounds of what is appropriate and inappropriate, right and wrong. other is assisting in the use of the brand. Assistance is to uphold community members, both known and unknown, quicken the intersection or solve problems. Assisting is one of the places in which computer-mediated talk offers a great deal of information (Muiz and OGuinn, 2001).According to the primary nature of the relationship, the assistance offered between individuals sharing a communal bond is narrow down (Wellman, 1990 Wellman and Wortley, 1990)3 Evolution of Brand friendship form3.1 Traditional Brand community mannequin Boorstin stress the relationship between reaping (brand) and customer in consumption community clay sculpture (figure 1).Customers look brand as the promise enterprise make for the products run for value and image. Enhancing brand means the contract between enterprise and customer. To get together different needs from different hind end market, different brands need different brand positioning, even the same brand, with the changing of customers need, also need change brand positioning. Therefore, Boorstin took the situation that consumption community is customer-centric, the victimization of brand should stick to customers need as the guide.3.2. triplicity Brand community lesson Muniz and OGuinn ,who are the initiator of the theory of brand community, enrich the relationship model of customer-brand, emphasized brand as intermediary (figure 2).With the phylogeny of social economy, customers are not captive to need for product (material level), they are not only concentrating on the function value of products own, more concentrating on consuming the product can give them emblematic significance and emotion interests.The similar experience and shared emotion among community members give them more emotion value than product function value. Brand community Triad Model break through the single dimensionality in traditional customer-brand, concentrate on the relationship among customer-customer. Weakness is that the brand will be square offd not only by customers go to itself, but also by customers lead to other brands. For example,Many customers will interview the website and forum before purchasing products, they can point out information about many other brand customers.3.3. Brand stakeholder relations model Upshaw and Taylor came up with a new Masterbrand Community model based on Brand community Triad Model. Their opinion is all the stakeholders with brand should include employee,customer,stockholder,supplier and strategic partnered.compose brand community(figure 3).A good brand image is the base of community, while these stakeholders play an significant role in maintaining brand image and reputation, only be kind to these stakeholders ,can brand have ripion. It is the motivation of brand community.This model organizes many factors which can influence brand to build and maintain the harmonious relationship between them. Although this model emphasizes that many kinds of stakeholders are important to brand building, it involves too many manifold relationships which is not easy for analysis and research. Besides, this model strengthens b rands core position, give way customers performing an important role in brand building.3.4. Focal customer model Based on Muniz and OGuinns brand community theory (2001), McAlexanderSchouten and Koening (2002) put forward Focal Customer Model. This model emphasizes brand, product, customer and marketer are important factors to compose brand community, and bring quaternion relationships into brand community customer and enterprise, customer and product, customer and brand, customer and customer. This models feature is highlighting the focal customer playing linking role in brand community. Besides Munizs relationship among customers, they added product, brand and marketer. Although this structure is more comprehensive, it has drifted brand community raised by Muniz, which studied the relationship among customers.McAlexanders opinion actually is another(prenominal) closely related topic-brand relationship. A research specialist in brand relationship field, Fourier (2001), expended t he relationship between brand and customer to four relations as McAlexanders model. Based on new product diffusion theory, focal customer is playing an opinion leader during product diffusion address, they are the base of enterprise. So, when enterprices want to attract new customers, also should pay more attention to focal customers satisfaction and loyalty.3.5 conclusions The premiss of research on brand community is better understanding of brand community models. From the focus of the study,Munizs and McAleXanders models focus on customer, while Upshaws model focus on brand, the difference is that author model studied the role customer playing in brand building, the posterior studied all the factors can influence brand. From the range of the study, Upshaws mode is very comprehensive, but too complex it is toilsome to consider all types of relations in one study at the same time. That is the reason why it is seldom used.Munizs and McAlexanders models are more useful, but fro m the logicality of study, their models did not distinguish the greatness of all types of relations, that is to say, they did not tell us which relation playing an important role in brand community. 4 eggshell study The success and failure of StarbucksFounded in 1971, Starbucks has the fastest growth rate of any company in the history of retailing. (George and Pierce, 2007)Starbucks sells mainly coffee, and even were it the best coffee in the world it would still only be coffee. The question spontaneously arises, however, why is Starbucks straight off a brand to be counted among the elect(ip) of mythical brands? What has made the consumer pay a premium price for something they would normally have paid significantly less for? The suffice can be found in the fact that Starbucks marketing approach goes far beyond the tangible component of the product by infusing coffee with new symbolical determine and brand community. A high quality of coffee, widespread locations and commercia l compact agreements have undoubtedly contributed to the companys growth, but these elements are not comfortable to make a brand a global myth, an authentic icon of postmodernist society.An exchange from the movie Duplex illustrates the gipsy image Starbucks has acquired as a place where deliverrs and other intellectuals are welcomed as part of a specific community. In the film, a new wife, played by displace Barrymore, turns to her make unnecessaryr husband and says Well, what if you got out of the provide for a little while and went to write at, like a Starbucks or something? It would be nice not to have to write at Starbucks with all the other novelists, replies the young man, played by Ben Stiller.It is precisely this which is the neat essence of Starbucks a place which evokes symbolic values and brand community values which go beyond coffee and the products sell and which makes a sign a metropolitan legend. It is soupcon part of a community like that of the writers lo oking for success quoted in the film, and many morebesides,which makes consumers identify with a place where, when it really comes down to it, what you mostly do is just drinking coffee.A person who habitually goes a potpourri of community to do so not just to drink a cup of coffee but to access a sort of community where they construe values, models and behaviors which they tend to be intimate themselves in. While Starbucks continued to enrich its context with new meanings and values, other competitors continued to plain sell coffee (Shu-pei Tsai, 2005), Starbuckss performance demonstrates how, by enhancing the standard atmosphere and making the place of consumption a space linked to trendsetters and not the minority fringe of the population, by creating a sense of belonging and community, it is assertable to achieve success even when meet routine needs.As Volli says, Starbucks is together closed(a) and secret but also open and public, it shows and hides at the same time, i t simultaneously exercises backlog and seduction, the secret and the recall(Volli,1998).Starbucks has known how to throne a new way of communication ,strongly centered on the communicative processes among members of its brand community and between its members and the outside world.There is no perfect in the world,with the development of society,economy and many other aspects,Starbucks also should face with some shortage and challenge.The greater standardization of the structures has slowly made them lose the gipsy charm which the first points of sale had, and that redolence of coffee which represented the heart of the brand community offering in Starbucks has progressively weakened. The sensory connotation which immediately hits you when you enter a Starbucks and which creates around it a reposeful atmosphere similar to that felt in a club of people who share the passion for coffee, is gradually getting weaker. only when the problem is not limited to bring down olfactory invo lvement, if anything it involves the fact that the chain is losing its sense of the past, becoming more and more like a conventional chain and losing that atmosphere which was so dear to its founder of a small neighborhood ship, whose emotive eagerness can generate particularly smart experiences. We could say that this is one of the risks which companies which have been able to build real communities around their brands find them having to face. When the brand becomes as developed as Starbucks, its audience widens and new consumers, with characters different from those of the communitys original members, take possession, thus reducing the initial followers feeling of belonging.Infact, belonging to a community satisfies the desire of individuals to share common aspects with other individuals and in that way express their distinctiveness from other social groups. When those very people they are trying to distinguish themselves from try to become part of the community, it is necessa ry to know how to manage this process by trying to withhold the symbolic consistency of the brand rather than adapting it to the new context. This is a natural process the company does not live so as to remain in the ghetto of the quoin it is in development a growth that we find the preservation of its vital functions, but the process must be handled with intense care, avoiding compromising the good and the unique that has been built.