… brand community, companies tailor and shape the brand identity, while consumers are motivated
to participate in online brand communities … particular brand, too. It is important for online …

… brand community, companies tailor and shape the brand identity, while consumers are motivated
to participate in online brand communities … particular brand, too. It is important for online …

Purpose – This paper aims to explore some of the effects of belonging to a virtual brand
community on consumer behaviour. It also proposes the concept of belonging as a three‐…

… brand community (OBC) engagement and participation based on their relationships with
other members and with the community … OBC from diverse economic sectors: for example, …

… of the digital brand identity of the fast-fashion brand Zara. The research was based on the
content analysis of Zara’s brand page, the website of Zara’s owner Inditex, and Zara’s …

… a brand community, expectations and responsibilities go beyond what is defined by the
community, for example, … of a branding community increase their knowledge of the brand beyond …

… example when using Facebook as a platform for a community… brand community members
are impacted by communities in … an Apple, IKEA or Zara brand community or interested in one …

… community, placing it in the context of fashion brands. We attempt to explain why and how
fashion brand communities … to brand communities in fashion, there are many examples of the …

… For example, while all Zara instore employees had to wear Zara clothes while working in …
were required to wear might vary across different Zara stores in the same city to reflect …

… Also in general I think it adds value to a brand if for example a small company is specialized
in ecological production, I believe it will attract more customers who consider these things …