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Do brand communities require purpose? - A comparative study of best practice communities - the case of Gopro
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| 6.92 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
The individual contribution to the research goal comprises an in-depth analysis of the
contemporary tech brand GoPro. Therefore, the research is structured in six key aspects
engagement, sense of belonging, shared values, support and collaboration, brand loyalty, and
advocacy. Results indicate that a brand's purpose, aligned with its community values, enhances
engagement, and fosters a stronger sense of belonging. Conversely, discrepancies between a
brand's purpose and its community's values result in lower engagement and weaker community
bonds. These findings emerge as the most relevant and provide strategic insights for businesses
aiming to cultivate vital and engaged brand communities, underscoring the importance of
aligning brand purpose with community values and the need for brands to maintain authenticity
in a rapidly evolving marketing landscape. Research limitations and directions for further
research are discussed.
Descrição
Palavras-chave
Brand communities Brand purpose Engagement Consumer-brand relationship Gopro