Honerkamp, Vincent2020-03-222020-03-222020-03-17http://hdl.handle.net/10919/97426Companies increasingly rely on online communities for social customer support, to develop and nurture relationships with customers, and to generate product and service development ideas. As yet, few studies have established the relationship between online communities and branding strategies. Therefore, the impact of online communities on branding requires investigation. The purpose of this paper is to examine the factors that influence brand relationships developed through online communities.enCreative Commons Attribution 4.0 InternationalbrandingSummary