...Georgia-Zozeta Miliopoulou Purpose This paper aims to examine brand-generated communities from the community managers’ point of view and investigate how social media influences managerial perceptions, attitudes and practises around brand communities. Design/methodology/approach The literature...

...Laurence Dessart; Joaquín Aldás-Manzano; Cleopatra Veloutsou Purpose Although recent research appreciates that consumers increasingly interact with brands in brand communities and that brand engagement is an important and complex phenomenon in brand communities, little is known about the nature...

...Anthony Samuel; Ken Peattie; Bob Doherty Purpose This paper aims to further the authors’ understanding of brand communities, and their role in brand co-creation, through empirical and theoretical contributions derived from researching the marketing dynamics operating within a successful...

...Gianluca Marzocchi; Gabriele Morandin; Massimo Bergami Purpose The purpose of this paper is to investigate empirically the relative emphasis accorded by members of a brand community to identification with that community and identification with the brand‐owner, and thereby close a gap...