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Brand communities are a traditional concept to enhance customer attraction, loyalty and retention (e.g. Tupperware, Apple Macintosh). Brand communities are supported through either companies or customers themselves. Companies that are able to encourage their customers to interact stimulated by the brand could position the brand value proposition of their product as a link between their customers and employ the developing brand communities for marketing purposes. To stimulate this kind ofdoi:10.1109/hicss.2004.1265467 dblp:conf/hicss/HeitmannPA04 fatcat:5hzt72hrungmrbu7mi6oujljhy