ABSTRACT
In this chapter, we discuss different types of brand communities, explain how they should be managed, and identify circumstances in which official brand communities are appropriate for providing memorable customer experiences. As our empirical research findings imply, mutual member support and brand–member interactions are the two dominant drivers of unforgettable brand community experiences. Overall, nine drivers can be measured, evaluated, and combined into the brand community quality (BCQ) construct.
Specifically, we will define and classify brand community experiences; propose a management concept for brand community experiences; provide a scheme for brand community suitability evaluations; introduce the construct of brand community quality (BCQ); and name the influential factors for brand community quality.
