Brand communities: influencing organisations' identities and their perception of the business environment
by John Lipinski; Michael F. Walsh; Laura M. Crothers
International Journal of Business Environment (IJBE), Vol. 4, No. 4, 2011

Abstract: Companies strive to be in step with the marketplace. An organisation's identity shapes how it perceives the business environment and affects its market orientation. As media and entertainment choices multiply and evolve, it becomes more complex for companies to easily reach a broad audience. One solution to this problem is for companies to interact more directly with brand communities; specialised, non-geographically bound communities based on a structured set of social relations among admirers of a brand. Integrating and interacting with brand communities and allowing them to influence an organisation's identity will help companies to become more market-oriented and influence their perception of the business environment to more accurately reflect actual market conditions.

Online publication date: Sat, 27-Sep-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Environment (IJBE):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com