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Brand Network Communities: Leveraging Brand Relationships Within the Supply-Chain

Author

Listed:
  • Matthew Hawkins

    (ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

Forming and managing a brand community is now a common marketing strategy for brands looking to increase consumer commitment and financial performance. Despite the advantages of having a strong brand community, brand community management is traditionally directed towards the consumer or end-user. The purpose of this paper is to argue brand communities can and should be formed within a brand's entire network or supply-chain. Brand network community marketing is a user-centric marketing perspective. It purposefully encourages and supports the formation of brand communities with brand users regardless of their location within the supply-chain. In order to develop a brand community within a brand's network four activities to focus on are offered. The article concludes by discussing the implications of this work and offering avenues for future research.

Suggested Citation

  • Matthew Hawkins, 2017. "Brand Network Communities: Leveraging Brand Relationships Within the Supply-Chain," Post-Print hal-01768894, HAL.
    • Handle: RePEc:hal:journl:hal-01768894
    DOI: 10.1057/s41262-017-0041-9
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    Cited by:

    1. Shaun M. Powell, 2017. "Journal of Brand Management: year end review 2017," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 509-515, November.

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