Purpose: The purpose of this paper is to identify how a city as a brand discursively conceives and articulates relevant meanings in order to build its identity. Design/methodology/approach: The study follows a discursive semiotic approach using content from the Visit.Rio website and posts from...

Purpose: The purpose of this paper is to identify how consumer engagement practices shape the dynamics of a soccer club virtual brand community. Design/methodology/approach: A netnographic approach was employed. Using a Python script, more than 7,000 tweets about São Paulo FC soccer club on...

Purpose: Based on the conceptual model of consumer engagement in a virtual brand community, this study aims to investigate this phenomenon and gauges the validity of the model’s assumptions in the context of a Facebook fan page. Design/methodology/approach: The interactions between L’Oréal...