Abstract:

This paper is based on research conducted by Hennessy amongst its consumers, using internet-based ethnographic techniques. The results are based on a quantitative and qualitative assessment of over 1,200 personal web pages housed on Blackplanet.com. The paper explores the phenomenon of personal web pages and what can be learnt from their study about consumers and their relationships with brands. It also explains how Hennessy has used this research, and subsequent research amongst visitors to our own website, Hennessy.com, to gain a better understanding of the role of brand enthusiasts in the social diffusion of our brand.