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BMW Online Brand Communities in Ireland & Brand Sponsorship and Engagement

O'Dwyer, Gerry (2013) BMW Online Brand Communities in Ireland & Brand Sponsorship and Engagement. Masters thesis, Dublin, National College of Ireland.

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In today’s global society with the increasing levels of consumerism, the huge growth in mass media, the development of more sophisticated marketing techniques and the digital and social media revolution, a new cultural phenomenon has evolved, known as the brand community. Brand communities have developed as “people have begun in growing numbers to base their societal identity on their consumptive role, related their identity to the brands they consume, and developed fairly defined consumer identities” (Wirtz et al 2013:223 - 244).

Brand communities are now a well-recognised brand related activity and there are now well established brand communities amongst many different sectors but are most popular OBC’s are in technically advanced or coveted FMCG categories like IT, electronics, vehicles and toys. Well know brand community examples include Apple Inc. (which has even separate or sub brand communities at product level for Macintosh, iPod, iPhone) vehicles: Mini Cooper BMW, Sony PlayStation, Subaru and Harley-Davidson.

The overall aim of this work is to build an understanding of how OBC’s operate and how they can increase brand equity, deliver a better brand experience for the members and how the changing media landscape in particular the digital channel can assist this.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > e Marketing
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Motor Industry
Divisions: School of Business > Master of Science in Marketing
Depositing User: Caoimhe Ní Mhaicín
Date Deposited: 22 Nov 2013 15:28
Last Modified: 22 Nov 2013 15:28

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