Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Leveraging Virtual Communities to Enhance Brand Equity: A Case Study

Leveraging Virtual Communities to Enhance Brand Equity: A Case Study
View Sample PDF
Author(s): Kelley A. O'Reilly (Western Michigan University, USA), Brett M. Kelley (Western Michigan University, USA) and Karen M. Lancendorfer (Western Michigan University, USA)
Copyright: 2018
Pages: 15
Source title: Entrepreneurship, Collaboration, and Innovation in the Modern Business Era
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-5225-5014-3.ch007


View Leveraging Virtual Communities to Enhance Brand Equity: A Case Study on the publisher's website for pricing and purchasing information.


This chapter explores how one company leveraged motorsports to build brand credibility, establish powerful marketing relationships, and connect with distinctly different consumer groups via virtual brand communities. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively leveraging virtual brand communities as a tool. Several practice recommendations for leveraging virtual communities to enhance brand equity are discussed.

Related Content

Martin Hannibal, Erik S. Rasmussen. © 2018. 21 pages.
Erastus Ndinguri, Krisanna Machtmes, Ryan J. Machtmes, Jessica I. Hill. © 2018. 18 pages.
Amresh Kumar, Pallab Sikdar, Md. Moddassir Alam. © 2018. 28 pages.
Shaik Shakeel Ahamad, V. N. Sastry, Siba K. Udgata. © 2018. 34 pages.
James J. Lee, Jessica L. Imanaka. © 2018. 19 pages.
Ron Cheek, Martha Sale, Colleen Carraher Wolverton. © 2018. 15 pages.
Kelley A. O'Reilly, Brett M. Kelley, Karen M. Lancendorfer. © 2018. 15 pages.
Body Bottom