Having seen how companies can motivate their brand community members to remain loyal, it imperative to look into the significance of brand communities to consumer and marketers. Brand community has proved to be an essential tool in keeping afloat in the ever competitive market. Brand communities will therefore be significant in the following:
Fostering brand loyalty.
The brand communities act as a precursor to loyalty to a particular brand. Muniz and O'Guinn (2001), write "members feel an important connection to the brand, but more importantly, they feel a stronger connection to one another." Hence the brand loyalty will be fostered by the shared consciousness. This fact helps marketers in ensuring their company sales remain on top of the market always.
Recruiting new members
Once consumers become members of brand communities, they feel the moral responsibility to that particular community. Muniz and O'Guinn (2001), find that there is "a sense of duty to the community as a whole, and to individual members of the community." Which will include sharing information with outsiders and possibly recruiting new members to the community? A BMW owner will always urge others to join the BMW class citing all the pros that he or she has. This will in effect help marketers recruit more clients and possible brand loyalists increasing their sales in effect.
Brand enhancement
On brand communities members rituals and traditions Muniz and O'Guinn (2001), say they "represent vital social processes by which the meaning of the community is reproduced and transmitted within and beyond the community. These typically...
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