ABSTRACT
Understand the assumptions of the community approach • The idea of a ‘triadic’ brand relationship is central to the community
approach • A social brand perspective is introduced to brand management
Understand the main theoretical building blocks and how they are
connected • Community theory • Subcultures of consumption • Brand community
Provide insights into the variety of methods used to research brand
communities • Ethnographic methods • ‘Netnography’
Understand the managerial implications • The marketer as observer • The marketer as facilitator
The Sacramento Jaguar Club is introduced as:
We are a group of people who enjoy the company of other JAGUAR enthusiasts.