Abstract:

This paper focuses on the analysis of the emergence process of online brand communities. It proposes a definition of the concept of brand community that solves some of the problems encountered with main earlier definitions. Based on a netnographic method, this research presents a case study of the emergence of two camera users communities (Nikon and Powershot) that provides fruitful comparison and allows to reinforce internal validity of the results. Finally, the paper underlines the theoretical implications and the operational potential of the brand community concept for the researchers as well as for the brand managers.