Abstract
This paper focuses on the analysis of the emergence process of online brand communities. It proposes a definition of the concept of brand community that solves some of the problems encountered with main earlier definitions.<br /><br /> Based on a netnographic method, this research presents a case study of the emergence of two camera users communities (Nikon and Powershot) that provides fruitful comparison and allows to reinforce internal validity of the results.<br /><br /> Finally, the paper underlines the theoretical implications and the operational potential of the brand community concept for the researchers as well as for the brand managers.