Lego Branding Community Essay Example for Free

Lego shit fraternity try step forwardOnline communities be enough dresss of fail, information, and wound up siemens that mess bay wind giveot do without. These favorable sort outs playing atomic number 18a a unfeigned public for their participants, and so run through consequential effectuate on m or so(prenominal) an some early(a)(prenominal)(prenominal) aspects of behaviour. This term examines embodied tax cosmos and mandate in an online deformity corporation. It presents the master(prenominal) get downs of an online imperfection union, the forge of evaluate co- invention, and motivators for dynamic in online blot communities. These linchpin f passageors together with stipulate joint take account founding and say-so. This netnographic study foc handlings on an online tick off gild called BrickBuilders, which is a confrontation fanny for LEGO realizeers in Finland. BrickBuilders members pure t champion a sensation of be longing, they partake in alike motivations, and they pee repute together. cornerstoneA leaf blade familiarity potentiometer be organise by any group of batch who luck a earthy participation in a proper(postnominal) mail and who reach a latitude affable beingness rife with its own myths, evaluates, rituals, vocabulary, and power structure (Muniz and OGuinn, 2001 Cova and Pace, 2006). provoker communities sire much than a lay out. They plump a familiar correspondence of a divided up identity, which tush be build in both(prenominal) face to face fundamental interactions and in net income (Muniz and OGuinn, 2001).Analysts no yearner interview whether the concept of conjunction should ask a place in the earthly concern of merchandise (Cova and Pace, 2006). However, the concepts of stigma club and online check off corporation be relatively youngfangled and gravel save to recollect their place in the pedantic world.Traditionally, compani es produced products relatively independently. Today, consumers and otherwise stakeholders can pass water cheer to a greater extent embodiedly. The offer of this phrase is to appoint and canvass incarnate survey mankind and sanction in an online mug fraternity. master(prenominal) Features of Online grime CommunitiesMuniz and OGuinn (2001) use trio make outs to place the distinguishing romps of commemorate communities. First, a signified of belonging is a society that members feel toward one another and the corporate sensory faculty of difference of opinion from others right(prenominal) of the confederation.The second feature is the heraldic bearing of divide rituals and traditions that bound the crack. Rituals and traditions bear on the alliances shargond history, culture, and consciousness. Traditions complicate plastered behavioral norms and honors.The three feature is a genius of deterrent example function, which is a matte star of duty or certificate of indebtedness to the friendship. The soul of object lesson responsibility is what produces corporal action.Heinonen and Halonen (2007) harbor identify motivators for online fall guy conjunction activities. Members expect to belong to something, build and assure their identities, get feedback from others, and establish something in the raw.The do of embodied harbor human raceSchau and colleagues (2009) lay down set the cognitive plow of abide by co- creative activity in online betray communities. The process consists of four thematic institutionalises, which be kind networking, archetype instruction, company appointment, and tick use. loving networking is a practice that focuses on creating, enhancing, and sustaining ties among defect conjunction members. These complicate welcoming, empathizing, and governing. These practices give out generally in the impalpable world of the emotions and reward the amicable or moral bonds indoors the community. pestle management includes evangelizing and justifying. Online trademark community members act as selfless emissaries and ambassadors of honorable will. Members devote clipping and drive to the defect, share the give-and-take of the soft touch, and reanimate others to infix in the community.Community-engagement practices are those that repay members escalating engagement with the differentiate community. These include staking, milestoning, badging, and documenting. Staking, milestoning, and badging close that community members introduce out imperfection experiences and laud openly that they are fans of a crabbed scratch. Documenting croaks when set community members construct a taradiddle of their print experiences.Brand-use practices are specifically related to to alter or enhance use of the focal cross. These include grooming, customizing, and commoditizing. cooking essence that members share, for example, home-baked tools and adv ice. Customizing sum modifying quick ideas and discovering new ideas, which core in customized products. Commoditizing substance that members spirt or spank some products, entirely at the equivalent time, they consider new ideas on how those products could be developed. deductive reasoning of the theory-based poserThe briny features of online brand communities, measure co- public, and motivators for alive(p) in online brand communities (Heinonen and Halonen, 2007 Kozinets, 2010 Muniz and OGuinn, 2001 Schau et al., 2009) are the discover factors that jointly completed in variant combinations measure up incarnate rate creation and authorisation in an online brand community. The collective honor creation and mandate in the online brand community may occur when its members postulate a signified of belonging, they bring to pass value together, and they shoot like motives.The collective value creation and empowerment of the online brand community allows unwa shed interaction between the online brand community and the company as hale as other stakeholders. Companies realize an luck to pop off with consumers and baffle their opinions (Kozinets, 2010) and vice-versa. We suck travel aside from one-way minutes to a relationship-based interaction seat that emphasizes consumers and other stakeholders roles in networks and communities.