Literature Review of Online Brand communities

Competition in the global market is powerful companies to find pioneering approach to business. The Internet explosion resulted in the transition from physical business places (companies, shops, etc.) to a implicit ones, creating new sources of competitiveness for those companies that are able to take advantage of this chance. Among them, one of the most promising is the online brand communities, born from the combination of conventional (physical) brand communities and Web 2.0 technologies. This paper will explore the characteristics of “brand communities” — products and services that inspire strong loyalty, powerful emotional responses and a sense of community among customers.