Kemna, LenaBertram, Isabel Marie2024-12-022024-12-022024-01-312024-01-31http://hdl.handle.net/10362/176102This 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.engBrand communitiesBrand purposeEngagementConsumer-brand relationshipmaster thesis203680189