Effective Brand Community Management: Lessons from Customer Enthusiasts

The IUP Journal of Brand Management, Vol. VIII, No. 1, pp. 7-21, March 2011

Posted: 21 Jun 2011 Last revised: 17 May 2019

See all articles by Utpal M. Dholakia

Utpal M. Dholakia

Rice University - Jesse H. Jones Graduate School of Business

Silvia Vianello

SDA Bocconi; SPJain School of Global Management

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Date Written: June 20, 2011

Abstract

This paper explains how companies can manage their brand communities effectively. The findings reported in this paper are based on a four-year long project involving the study of company managed and enthusiast-run communities. During that time, 200 brand community managers of company-managed and enthusiast-run communities from diverse industries and countries were interviewed and corresponded. A large-scale surveys of community members was also conducted. In addition, the authors have participated extensively in a number of these communities over an extended period of time. The concepts and ideas discussed in this paper are the result of a synthesis of these activities over the last four years.

Suggested Citation

Dholakia, Utpal M. and Vianello, Silvia and Vianello, Silvia, Effective Brand Community Management: Lessons from Customer Enthusiasts (June 20, 2011). The IUP Journal of Brand Management, Vol. VIII, No. 1, pp. 7-21, March 2011, Available at SSRN: https://ssrn.com/abstract=1868143

Utpal M. Dholakia (Contact Author)

Rice University - Jesse H. Jones Graduate School of Business ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States

Silvia Vianello

SPJain School of Global Management ( email )

United Arab Emirates

HOME PAGE: http://https://www.spjain.sg/faculty/profiles/silvia-vianello

SDA Bocconi ( email )

Via Bocconi 8
Milan, Milan 20136
Italy

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