Why Customers Join Brand Communities

New white paper explores the social and psychological motivators of brand communities and how businesses can help support them.

Orlando, Florida, May 27, 2009 – Customer communities are commonly found among many reputable lifestyle brands. Brands that embrace and harness these communities enjoy a high level of customer loyalty, which drives long-term profitability.

Brands like Apple, Oprah, Harley-Davidson, Ikea, and Southwest Airlines have made their competition irrelevant through brand communities they have helped nurture over the years. But why do brand communities form? And what can we learn about them?

Psychologist Jenny Lee, a brand consultant at The Cult Branding Company, explores the social and psychological motivators that fuel the development of brand communities in a compelling new white paper.

The white paper titled, “Why We Join: A Sociological and Psychological Analysis of Brand Communities,” along with an illustrative presentation can be downloaded here.

ABOUT THE CULT BRANDING COMPANY: - The Cult Branding Company is a brand loyalty research firm and the recognized leader in cultivating authentic customer loyalty. Using its trademarked Brand Lover Model 2.0, The Cult Branding Company helps businesses understand, connect and serve their best customers. Visit: www.cultbranding.com.