Maximizing The Benefits Of Brand Communities:A strong brand community results in a more loyal, committed customer base.
One study showed that a multichannel retailer of books.
CDs and DVD enjoyed long-term incremental revenue of 19 percent from customers what the authors called social dollars after customers joined an online brand community.
The more connected a member of the community was, the greater the likelihood he or she would spend more.68
A brand community can be a constant source and advocacy of members of a brand community can also substitute to some degree for activities the firm would otherwise have to engage in, creating greater marketing effectiveness and efficiency as a result.69
To better understand how brand communities work.
One comprehensive study examined communities around brands as diverse as trisection cosmetically, BMW mini auto, Jones soda, Tom petty & the Heart breakers rock and roll band, and germ-in GPS devices, Using multiple research methods such as ethnographic research with online forums, participant and naturalistic observation of community activities, and in-depth interviews with community members, the researchers found 12 value creation practices taking place. They divided them into four categories social networking, community engagement impression management, and brand use summarized .