Zarządzanie wizerunkiem marki w kontekście wielokulturowości wirtualnych społeczności marek globalnych
Managing the Brand Image in Context of the Multiculturalist of the Virtual Communities of Global Brands

Summary/Abstract: Lately, along with the growing popularity of Internet and social media, the importance of virtual brand communities has increased. The virtual communities– gathered around the brand – are based mostly on common passions and beliefs Woisetschläger, Hartleb, Blut 2008, pp. 237–240]. The virtual brand communities are located in social media like Facebook or Twitter, as public websites which enable an active interaction between users worldwide [McCorkindale 2010, pp. 1–4]. In the article, the possible challenges, difficulties and solutions of managing the brand image – in context of multiculturalism of virtual communities of the global brands – are discussed.

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