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Leveraging Virtual Communities to Enhance Brand Equity: A Case Study

Leveraging Virtual Communities to Enhance Brand Equity: A Case Study
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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

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Abstract

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.

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