Brand community creates impact by improving brand loyalty. Consumer loyalty increases through regular communication between the company and its consumers through the brand community. This allows consumers to become loyal to the brand, thus increasing an organization's sales. According to Pei-Ling and Shang-Ling (2017), brand community changes consumer attitudes and behavior, which can be measured in terms of purchase intention. This can also be measured through how consumers spread the brand through word of mouth. This results in convincing customers to switch from rival industries and competitors. Furthermore, the customer satisfaction index improves tremendously through brand communities. Loyal customers are then recruited to become brand ambassadors as they feel a part of the brand. They therefore help an organization to recruit many potential customers through positive referrals. This ultimately increases the visibility of the brand in the market, thus giving it a competitive advantage. This is especially common with social media, which transcends geographical boundaries in a short period. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay Brand community generates consumer efficiency. The community is made up of diverse members who strengthen each other through sharing information. This reduces costs on the members' part by making access to information easy and timely. As a result, the use of online brand communities reduces the cost of advertising for an organization. Once a community loyal to the brand has been created, the company will leverage it to reduce the cost of other ways of promoting the product. However, a company must ensure that other marketing and communication channels adopted complement the brand community strategy to ensure synergy. The brand community influences consumer attitudes by promoting customer loyalty. This generates a positive impact for an organization. The regular back and forth communication between the company and consumers through the platform makes them feel like a part of the company. This increases their loyalty and reduces business losses to competitors. Please note: this is just an example. Get a custom paper from our expert writers now. Get a Custom Essay According to Freitas and de Almeida (2017), the integration of team members drives brand loyalty and loyalty. This is achieved as members advocate for proper use of the brand. All members also strive to conform to a group's norms, thus propagating product retention and use. This keeps a business afloat and focuses on ways to grow its customer base. It also improves purchase intent, thus improving an organization's sales. Through the brand community many consumers know about the brand. This increases brand visibility by reaching and influencing even non-customers. The impact generated by brand communities is the promotion of brand identification. Through reviews, information exchange and interaction, many customers begin to identify with the brand. This influences their behavior as they begin to reach potential consumers through word of mouth and other brand promotion methods.