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Do brand communities require purpose? - A comparative study of best practice communities - the case of Pamela Reif
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This master's thesis investigates the interrelationship between the vitality and engagement of
brand communities and brand purpose, a largely unexplored area in current marketing research.
Utilizing a mixed-methods approach including netnography, qualitative interviews, and
quantitative surveys, the study analyzes the brand community from the brand persona Pamela
Reif. The research focuses on six key aspects: engagement, sense of belonging, shared values,
support and collaboration, brand loyalty, and advocacy, to identify the unique characteristics of
each brand and draw comparative insights.
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.
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Brand communities Brand purpose Engagement Consumer-brand relationship