[PDF][PDF] Building wine brand communities with the use of social media: A conceptual model
Proceedings of the 6th AWBR International Conference, 2011•academia.edu
Purpose: This contribution to the wine marketing literature explores how marketers can use
social media to build brand community, specifically we explore brand characteristics,
relational factors, and community characteristics that influence brand community.
Design/methodology/approach: Theoretical model that in future research will be tested using
structural equations modelling. Findings: To build brand community the brand must be
perceived as competent as consumers will want to identify with a brand. Brand …
social media to build brand community, specifically we explore brand characteristics,
relational factors, and community characteristics that influence brand community.
Design/methodology/approach: Theoretical model that in future research will be tested using
structural equations modelling. Findings: To build brand community the brand must be
perceived as competent as consumers will want to identify with a brand. Brand …
Abstract
Purpose: This contribution to the wine marketing literature explores how marketers can use social media to build brand community, specifically we explore brand characteristics, relational factors, and community characteristics that influence brand community.
Design/methodology/approach: Theoretical model that in future research will be tested using structural equations modelling.
Findings: To build brand community the brand must be perceived as competent as consumers will want to identify with a brand. Brand characteristics, brand identification, relational factors and community characterises are considered. Practical implications: The wine industry has new, low-cost ways to build brand community.
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