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.