Journal of Brand Management

, Volume 23, Issue 4, pp 457–471 | Cite as

Blogging the brand: Meaning transfer and the case of Weight Watchers’ online community

  • Erin Willis
  • Ye Wang
Original Article

Abstract

Brand communities are becoming increasingly popular online. The current study examines the Weight Watchers online brand community to understand the role consumer engagement plays in shaping brand meaning and how brand meaning is transferred through computer-mediated content. Social and cultural meanings are discussed. Practical implications for brand strategies are included and also how to engage consumers with content delivered through online communities.

Keywords

online community online engagement branding brand meaning strategic communication 

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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2016

Authors and Affiliations

  • Erin Willis
    • 1
  • Ye Wang
  1. 1.Department of AdvertisingPublic Relations and Media Design, University of Colorado – BoulderBoulderUSA

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