A literature review

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Journal Title
Journal ISSN
Volume Title
School of Business | Bachelor's thesis
Date
2019
Major/Subject
Mcode
Degree programme
Markkinointi
Language
en
Pages
36
Series
Abstract
Despite the continuing interest in consumption-focused communities and the economic incentives of increasing the performance of brands, the two phenomena are seldom observed in conjunction with each other. This literature review draws from past research to examine the increasing of brand performance through brand equity and brand loyalty together with market orientation and innovative culture, and the various forms of online consumption communities, focusing on consumer-driven online brand- and themed communities. The main objective of the literature review is to discover, how consumer-driven online communities affect a brand’s performance. The findings of the study reveal that consumer-driven online communities affect brand performance in various direct and indirect ways, such as word-of-mouth communication and providing valuable information to marketers. The possibility of negative brand performance effects is also discovered and discussed. The findings of the literature review are examined through examples of consumer-driven online communities, which exhibit behaviour similar to the theoretical background. Finally, key implications for academic and managerial purposes are discussed.
Description
Thesis advisor
Lavrusheva, Olga
Salminen, Emma
Keywords
online community, brand performance, consumer-driven, brand equity, brand loyalty
Other note
Citation