Apple iOS devices, 52–54
Brand ambassadors, 66–67
Brand characteristics
competence, 14–16
quality, 12–14
reputation, 16–20
Brand community
community characteristics, 44–45
customer experience perspective, 40
definition, 1
description, 1–3
examples of, 45–46
identity salience and, 45–46
social media and, 3–5
Brand identification
brand community, 44–46
description, 39–41
identification with others, 41–43
identity salience and, 43–46
Competence, 14–16
Connected consumers, 3–4
Consumer complaints
breaking reputation, 63–65
deputizing brand fans, 65–67
description, 62–63
Consumer-originated messages, 13
Contemporary consumers, 4
Content sharing, 22–24
Community characteristics. See Brand identification
Customer service interactions, 25–26 ...
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