BRAND COMMUNITY PHENOMENON: A STUDY OF BLAZER AND JAZZ COMMUNITIES

Salvy, Bani Katalina (2014) BRAND COMMUNITY PHENOMENON: A STUDY OF BLAZER AND JAZZ COMMUNITIES. Jurnal Ekonomi Manajemen Internasional. p1-13.

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Abstract

Brand communities nowadays have become a new form of experiencing the brand value inside a social group created by customers. As the knowledge about the product, brand, and company grows, customers now actively seek for a meaningful bond that can be derived from those relationships. Even though community is always seen as a whole, but treating the members generally is a serious mistake. Each of the members has their own reasons and goals that they expected to be derived from the particular community. Questionnaires were distributed to investigate the join-motives of each member in Blazer Indonesia Club and Jazz Fit Club by measuring the relationships based on customer-centric model by McAlexanderet al. From the study conducted, multiple segments based on different consumption motivations do exist.

Item Type: Article
Uncontrolled Keywords: Brand Community, Motivation, Consumer Motive, Market Segmentation, Cluster Analysis.
Subjects: Business Management > International Marketing
Divisions: Fakultas Ekonomi > Manajemen Internasional
Depositing User: Editor UAJY
Date Deposited: 03 Feb 2015 08:53
Last Modified: 03 Feb 2015 08:53
URI: http://e-journal.uajy.ac.id/id/eprint/6689

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