Brand communities represent highly valuable marketing, innovation management, and customer relationship management tools. However, applying successful marketing strategies today, and in the future, also means exploring and seizing the unprecedented opportunities of social network environments....

Conflict and rivalry are among the main reasons why human beings form groups and they determine what goes on within and between groups. However, why is threatening competition such a strong driver of brand community? How, where and why does rivalry or oppositional loyalty manifest itself within...

Despite the extensive use of the term “engagement” in the context of brand communities, the theoretical meaning and foundations underlying this term remain underexplored in the literature to-date. Drawing on a literature review, this study adopts netnographic methodology to explore the...