Brand Experiences, Exposure, Relevance of the Message, and Relevance of the Group
Relational characteristics serve as mediators between brand characteristics and community characteristics. The first step is creating a brand that is well promoted and perceived as high quality, competent, and reputable online. Next, brand managers should spend time enriching brand experiences, through social media exposure and relevant messages. This chapter defines each of these relational factors and discusses how they are interrelated, affect consumers, and are influenced by the brand manager online.
First and foremost, consumers must have experience with the brand initially before forming ...