Consumer power types in an Australian online brand community

This paper uses a case study methodology to explore the structure of consumer power in an Australian online brand community. It applies the factors of online consumer power developed by Denegri-Knott (2006) for the Internet to the increasingly important context of online brand communities. In doing so, factors such as control over the relatioship information, aggregation and participation are identified and descriptors modified for the online brand community. Characteristics of the online brand community suggested in the literature such as consciousness of kind, shared rituals and sense of responsibility are demonstrated in Haloforum and linked to consumer power. The findings help the practioners to understand more about the online brand community, which set up the foundation for relevant strategy development.