IDEAS home Printed from https://ideas.repec.org/h/spr/prochp/978-3-319-24826-4_6.html
   My bibliography  Save this book chapter

Brand and Social Web

In: Online Brand Communities

Author

Listed:
  • Francisco J. Martínez-López

    (University of Granada
    Open University of Catalonia)

  • Rafael Anaya-Sánchez

    (University of Malaga)

  • Rocio Aguilar-Illescas

    (University of Malaga)

  • Sebastián Molinillo

    (University of Malaga)

Abstract

Brands have become an indispensable element in distinguishing between the products of different companies, reflecting their personalities and finding their correct positioning. Furthermore, over the years, the importance of brands has increased to such a degree that they have come to be an instrument that fits alongside important dimensions such as functional, emotional, relational or strategic. Therefore, it is evident that the creation of a fitting brand strategy that defines and encapsulates the brand equity is essential to gain a sustainable competitive advantage. It is also important to consider the influence brands have exerted over the emergence and spread of social tools, which have transformed the management and development of brand strategies, orienting them towards company goal completion and towards consumer purchasing decisions. Therefore, in this chapter we will give a tour of the evolution of brand strategies, from the more traditional focuses to the current forms, including the Social Web. To do this, the various versions that have existed will be analyzed, from the product paradigm to community brand management paradigm, delving deep into their characteristics and main implications.

Suggested Citation

  • Francisco J. Martínez-López & Rafael Anaya-Sánchez & Rocio Aguilar-Illescas & Sebastián Molinillo, 2016. "Brand and Social Web," Progress in IS, in: Online Brand Communities, chapter 0, pages 87-105, Springer.
    • Handle: RePEc:spr:prochp:978-3-319-24826-4_6
    DOI: 10.1007/978-3-319-24826-4_6
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Elia, Gianluca & Messeni Petruzzelli, Antonio & Urbinati, Andrea, 2020. "Implementing open innovation through virtual brand communities: A case study analysis in the semiconductor industry," Technological Forecasting and Social Change, Elsevier, vol. 155(C).
    2. Mathilde Barbier & Ladislav Moták & Camille De Gasquet & Fabien Girandola & Nathalie Bonnardel & Grégory Lo Monaco, 2020. "Social representations and interface layout: A new way of enhancing persuasive technology applied to organ donation," PLOS ONE, Public Library of Science, vol. 15(12), pages 1-24, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prochp:978-3-319-24826-4_6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.