Josefa Lucas, Hope, Schau.
JI3 2016, number 7, pages 124-133.
Abstract
Nike Company has much to teach to us as to how it manages its community: although it does not count on the best financial indicators, it has one of the highest brand evaluations. It is demonstrated in this survey that the 12 practices by Schau, Muñiz and Arnould are present in Nike+ [1] on how brand communities create value. This was obtained when reviewing the comments from users through the official web page of Nike with respect to its eight “wearable’s”. In addition, the loyalty of consumers—or rather fans of the brand who defines themselves as nonprofessional runners—is evidenced in this survey, when they replace their products by the new versions and they evaluate each of them in a very good way. Therefore, this research gives rise to eight simple lessons that can be applied to any brand community, using Nike’s slogan Just Do It®, as acrostic.