... this marketing challenge to inform practice and extend theory. Design/methodology/approach Practice-based exploration of a volunteer-enabled NPO, parkrun, through in-depth interviews and secondary source analysis. Findings The research identified that the brand community connects volunteers through three...

...Robert James Thomas; Gareth Reginald Terence White; Anthony Samuel Purpose The purpose of this research is to understand what motivates 7–11-year-old children to participate in online brand communities (OBCs). Prior research has concentrated on prescriptive product categories (games and gaming...

...Laurence Dessart; Cleopatra Veloutsou; Anna Morgan-Thomas Purpose This paper aims to focus on the phenomena of negative brand relationships and emotions to evidence how such relationships transpose into the willingness to participate in collective actions in anti-brand communities. Design...

...Jacqueline Burgess; Christian Jones Purpose The purpose of this study is to investigate members’ reactions to the forced closure of a narrative video game brand community and its participatory culture. Design/methodology/approach The BioWare Social Network forums closure was announced...