Does brand community matter? (4/20)

This journal introduces a construct called “Brand-Consumer Social Sharing Value”, which tries to give a value on a pre-defined scale to the consumer’s online social gratifications with a specific brand. The journal also explores and tries to define why consumers wish to join a brand community or become an unofficial brand ambassador. Mostly, it is due to the gratitude and satisfaction of the consumer. Finally it proposes different strategies companies can use to foster a larger brand community.

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