Społeczności internetowe wokół marki – korzyści konsumentów i menedżerów marki

Brand communities are becoming an important market tool for brand managers as well as for community members. The internet environment is conducive to the development of a community in the online world. The aim of this article is to present the characteristics of the online brand communities, the benefits for brand managers and for brand users. It describes the quality-tested case of the Ewa Chodakowska’s brand community in which the method of individual interview, observation and netnography were used.