The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Leveraging Virtual Communities to Enhance Brand Equity: A Case Study
Abstract
This chapter explores how one company leveraged motorsports to build brand credibility, establish powerful marketing relationships, and connect with distinctly different consumer groups via virtual brand communities. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively leveraging virtual brand communities as a tool. Several practice recommendations for leveraging virtual communities to enhance brand equity are discussed.
Related Content
Prasanna Ranjith Christodoss, Rajesh Natarajan.
© 2022.
14 pages.
|
K. Uday Kiran, Gowtham Mamidisetti, Chandra shaker Pittala, V. Vijay, Rajeev Ratna Vallabhuni.
© 2022.
12 pages.
|
Amalraj Irudayasamy, Prasanna Ranjith Christotodoss, Rajesh Natarajan.
© 2022.
20 pages.
|
Koppula Srinivas Rao, S. Saravanan, Kasula Raghu, V. Rajesh, Pattem Sampath Kumar.
© 2022.
15 pages.
|
Swapna B., Arulmozhi P., Kamalahasan M., Anuradha V., Meenaakumari M., Hemasundari H., Aathilakshmi T..
© 2022.
21 pages.
|
Archana K. S., Sivakumar B., Siva Prasad Reddy K.V, Arul Stephen C., Vijayalakshmi A., Ebenezer Abishek B..
© 2022.
15 pages.
|
Swapna B., M. Kamalahasan, S. Gayathri, S. Srinidhi, H. Hemasundari, S. Sowmiya, S. Shavan Kumar.
© 2022.
12 pages.
|
|
|