Creating value through virtual brand communities

This study aims to contribute to the theoretical debate on virtual brand communities (VBCs) by elaborating on the reasons that firms create these virtual spaces and investigating the different types of value that may be gained. Although theoretical interest on the topic is increasing, empirical studies in this area remain scarce. This paper reveals the results of an empirical analysis of three Italian case studies. This analysis concludes that VBCs enable companies to build strong, long-term relationships with consumers and to diffuse firm culture by increasing opportunities to create economic, relational and cognitive value