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This article presents an investigation of the building process of an online brand-associated community. It uses\udnetnographic methods to investigate an automotive community, created months before a new model was actually\udlaunched. The study highlights the motivation to gather information and to influence product launch as factors to\udmobilize community existence. Category involvement, aspirational positioning of the corporate brand and\udrevolutionary promises for this product also seem to be relevant to promote the community. The research presents\uda typology of community members based on two dimensions: information about the category and user experience\udwith the brand/model. The typology distinguishes between newbies (low information and low experience),\udtheoretical (high information and low experience), pragmatic (low information and high experience) and experts\ud(high information and high experience). The paper highlights logics that stratify members´ interactions, explaining\udcommunity formation dynamics and evolution processes

Constituição de uma Comunidade Virtual de Marca no Lançamento de Novo Produto