What defines the Brand Community?

According to Albert Muniz Jr in 1995, a brand community is "a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand." Do you all agree that for eBay there is no brand community because for a brand community according to Maria Sicilia and Mariola Palazon "members feel an important connection to the brand, but more importantly, they feel a stronger connection towards one another".

And for eBay, i don't see any connection between the members. The only connection they have is a relation between seller and buyer, and the buyers together only share advice about sellers. So there is no link.

What's your opinion ?

First !!

Hi everybody, 

I'm glad to be the first to post here ! Ok, so i started to read the Coca-cola case writen by Maria Sicilia and Mariola Palazon and i think it is really interesting for the eBay Brand Community. What you guys think about it ? Just read the abstract if you want, it will give you an overview of the topic.

See you

Julien