...Bob Heere; Daniel Lock; Danielle Cooper Purpose The purpose of this article is to propose an overall framework for brand community formation that separates antecedents that lead to the formation of a brand community from those outcomes that are associated with established communities. Design...

...Wafa Hammedi; Jay Kandampully; Ting Ting (Christina) Zhang; Lucille Bouquiaux Purpose – The emergence and success of online brand communities in the marketplace have attracted considerable interest; this study seeks to determine the conditions in which people create social environments...

... they maintain weak ties. Unlike in brand communities (BCs), most members are not enthusiasts but instead engage in a pragmatic relationship with the brand. Practical implications – CSNs can create value for both the host company and its members; active management is necessary to unlock that potential...