Social Media/ Internet/ Mobile/ Direct Marketing
This study examines online communities for two top brands: Apple iPhone and Blackberry smartphones. A number of online brand communities (online forums) such as the iPhone business affiliated website www.apple.com, iPhone consumers’ website www.everythingicafe.com, and the Blackberry consumers’ websites www.blackberry.com and www.crackberry.com were explored. This research extends the conceptual underpinnings of the existing consumer-brand relationship theory by incorporating the concept of sharing. This study offers insights for academia in the marketing and consumer behavior field as well as professionals in the high-technology industry.
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Digital Commons@Georgia Southern License
Aung, May; Gurbani, Kapil; and Lei, Samuel Hip Seng, "Extended Consumer-Brand Relationship Theory" (2013). Association of Marketing Theory and Practice Proceedings 2013. 27.