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Through brand communities, people share essential resources that may be cognitive, emotional and material in nature. They have been cited for their potential not only to enhance the loyalty of members but also to engender a sense of oppositional loyalty towards competing brands. This project explored how brand consumers belonging versus not belonging to a brand community; evaluate electronic word-of-mouth messages about the latest product released by Apple, the iPad. Each participant was exposed to a positive or negative product review and then surveyed. Evidence suggests that positive and negative consumer online recommendations provoke stronger reactions inside members of the community.