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Introduction:
The relevance of brand of communities is steadily increasing for the past many years. Ahonen and Moore (2005) said that community activity “is the biggest change in business in 100 years”. The recent changes in marketing and consumer behavior stress the need for understanding the relationship between the brand and consumer behavior in terms of their identity, attachment, culture and societal influence. One of the recent concepts in consumer behavior that explains the connection between one consumer and other is brand community. The term ‘brand community’ was first coined by Albert Muniz jr and C.O’ Guinn in 1995, when they have presented a paper in Consumer Research Annual Conference in Minneapolis, Minnesota, which was later published in Journal of Consumer research by the title ‘Brand Community’(2001). In this article they have defined brand community as “a specialized non-geographically bound community, based on structured set of social relations among admirers of brand”. Wikipedia defines “A brand community as a community formed on the basis of attachment to a p…
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