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Do brand communities require purpose? - A comparative study of best practice communities - the case of supreme
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| 2.21 MB | Adobe PDF |
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Resumo(s)
The individual contribution to the research goal comprises an in-depth analysis of the streetwear
brand Supreme. Thereof, 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 Customer engagement Supreme Fashion industry Customer experience