Case analysis- Brand Community “Dell”

Case analysis- Brand Community “Dell”

Being one of the leading technology companies, Dell Inc offers an extensive range of products, that include services, desktop personal computers (PC), networking products, servers, mobility products, storage, software and peripherals. Primarily, the company carry out in the US.

Brand Community

As per Muniz and O'Guinn (2001), “a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand” is termed as brand community. Three key attributes of a brand community are postulated by them as rituals and traditions, shared consciousness, and moral responsibility's sense.

An intrinsic association between members ...