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Do brand communities require purpose? - A comparative study of best practice communities - the case of supreme

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Resumo:The individual contribution to the research goal comprises an in-depth analysis of the streetwear brand Supreme. Thereof, the research is structured in six key aspects engagement, sense of belonging, shared values, support and collaboration, brand loyalty, and advocacy. 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.
Autores principais:Fussstetter, Niklas
Assunto:Brand communities Brand purpose Customer engagement Supreme Fashion industry Customer experience
Ano:2024
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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