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Theses

Communauté de marque : Rôle des membres centraux dans son émergence, sa structuration et les liens avec son environnement

Abstract : This research focuses on the hard core members of brand communities in order to apprehend their role inside and outside the community. It studies seven cases chosen for their theoretical representation. Data are collected thanks to a (n)ethnographic method and analyzed following a discourse analysis inspired framework.
This research shows that hard core members are the necessary actors for the emergence of a brand community. They organize the community, distribute the collective tasks and control the communitarian interactions.
Hard core members are the appropriate spokespersons of the brand community. They try to enroll new members and to convert the users of other brands. They maintain relationships with the firm owning the brand as well as with other firms. Hard core members get in touch with other stakeholders not linked to the brand but also part of the market.
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https://tel.archives-ouvertes.fr/tel-00266514
Contributor : Lionel Sitz <>
Submitted on : Monday, March 24, 2008 - 9:15:27 AM
Last modification on : Monday, October 19, 2020 - 11:12:56 AM
Long-term archiving on: : Thursday, May 20, 2010 - 10:24:48 PM

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  • HAL Id : tel-00266514, version 1

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Lionel Sitz. Communauté de marque : Rôle des membres centraux dans son émergence, sa structuration et les liens avec son environnement. Gestion et management. Université Paris XII Val de Marne, 2006. Français. ⟨tel-00266514⟩

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