This paper will discuss an array of marketing models and theory in relation to brand communities including consciousness of a kind, co-creation, brand equity, the decision making process and social media marketing. The research will use netnography and an online survey as methods to collect both quantitative and qualitative information on engagement, purchase intention and community activity. This research in conducted in conjunction with Facebook group Lego Star Wars Collectors, a largely established brand community with the aim to get a better understanding of what members value about the community and how members engaged and are influenced by the community. Analysis of this data provides several implications for marketing for not just Lego, but other firms also.
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