Brand Community: an examination of loyalty, and the Cult of Mac.

May 9th, 2007

It is a shared realisation among marketers that customer loyalty stems from purchase satisfaction, however in the current climate of ‘me-too’ products, sceptical consumers and media fragmentation, loyalty has become something more complicated to achieve. In this new century, the satisfaction-loyalty model may no longer be as relevant to explain the behaviour of consumers (McAlexander, Kim & Roberts, 2003). While there may be many ways to build customer loyalty, this essay will examine the notion of brand community to build long-term loyalty. A range of literature will be examined and an example will be used to further illustrate the theory of brand community. I will begin by defining the terms used and by looking at the traditional satisfaction-loyalty model.

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tag: marketing, advertising, brand community, cult of mac, mac, virtual community,

Tags: Advertising, MyMac , Advertising, Media

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