Recent Papers

AbstractIn todays digital era, online brand communities have become influential spaces for shaping consumer-brand relationships, particularly in the luxury industry. Unlike traditional marketing approaches, these online communities foster mutual interactions, emotional connection, and influence among consumers that extend beyond simple purchase interactions. This study explores the role of online brand communities in building luxury brand loyalty by examining how shared values, exclusivity, storytelling, and digital advocacy contribute to consumers attachment with luxury brands. The research emphasizes the psychological drivers behind loyalty formation, including trust, social belonging, and perceived prestige, while highlighting the distinctive expectations of luxury consumers who seek both personalization and exclusivity. Through a theoretical foundation supported by recent practical illustrations, the paper identifies key benefits of leveraging online brand communities, such as enhanced brand visibility, co-creation opportunities, and long-term loyalty cultivation. At the same time, it acknowledges challenges like managing authenticity, sustaining exclusivity, and mitigating reputational risks in the digital space. The findings suggest that when strategically managed, online brand communities act not merely as communication channels but as ecosystems that strengthen emotional bonds, reinforce brand identity, and drive long-term loyalty in the luxury market. This study provides both theoretical insights and practical implications for luxury brands seeking to harness the potential of digital communities in an era where consumer engagement and exclusivity must coexist seamlessly.Keywords: Luxury Brand Loyalty; Social Media Communities; Digital Consumer Engagement; Emotional Brand Attachment; Online Brand Advocacy; Digital Luxury Marketing

Copyright © 2025 Guruprasanna G Hegde. This is an open access article distributed under the Creative Commons Attribution License.