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The connection between consumers and brands is intricate and most often far more complicated than thought at first sight. Something that demonstrates this growing complexity is the emergence of brand communities; people coming together and forming groups due to their admiration of a specific brand. Fahy and Jobber (2008) defines a 'Brand Community' by stating that it is a 'specialized, non-geographically bound community based on structured sets of relationships among admirers of a brand'. Even more recently, the view has arisen that the 'Brand Community' should also include 'motivated employees, strategic partners and investors' (McAlexander & Oregon State University), in short; everyone who feel a commitment towards a brand.