Introduction Ever since the concept of e-commerce evolved Brand Community remains an interesting topic. Besides, the advent of internet has helped the fast growth of brand community to evolve in many ways. Encouraged by its profound possibilities many people have started deploying it as a source for innovation and creating unique methods for ensuring community participation and attempting fresh product ideas by utilizing its capabilities of Brand Community. Studies conducted by Muniz et al (March, 2001) promulgated brand community as being a particular community which is universal, and unrestricted by geographical boundaries and it is the bond formed among the members by a structured set of social relations among people who are loyal to a particular brand. The research finds three advantages to the concept. In the first place, brand communities symbolize a kind of customer forum. Customers have a greater say than, say in an individualistic or divisive scenario. (France and Muller, 1999). In the second place, brand communities have come to symbolize a significant database for consumers. Human constituents of the Community could depend upon each other for gathering a robust databank for knowledge about the brand. In the third place, brand communities offer broader societal advantages for their constituents. Main Text Through another study, Fuller et al (2006) came to understand about the inventive resource potential of computer customer clusters. Quite a few clients are not only seeking information. A few of the customers are not only possessing knowledge but are also capable of generating their own novel ideas. In the present context, internet assists massive, fresh, easy methods of interfacing amidst manufacturers and end users. Multi-media quality, international user-friendliness and reduces costs of interfacing and data dispensation make possible the implicit combination of consumers into novel product expansion. According to Fuller, Matzler, and Hoppe (2008) creativity has come to mean proximity with the society, product obsession, product loyalty and product information, which have come to establish the consumer’s permission to distribute their wisdom with manufacturers. Furthermore, two personal characteristics, (i.e. sociability and transparency) are acknowledged to have important import on product obsession, imagination, and recognition within community. They examined their tested their theory on a sample of 550 constituents of the Volkswagen Golf GTI car community. Utilizing formative mathematical model, the outcomes reveal that the consumer imaginative constituents—mission stimulus, talents, creativity and task participation—all these decide the agreeability of constituents to take part in transparent novelty assignments. Moreover, product loyalty also has affirmative consequences on constituent’s readiness to take part in transparent novel schemes of their favorite products. Nevertheless, neither classification with the brand community nor product understanding has a major effect on customer’s readiness to employ transparent novel schemes of the favorite product. Additionally, even though constituents of the society display robust affinity towards brands and indulge in novel discussions, they do not although community members who identify themselves with the community normally show strong passion for the brand and engage in innovation-related discussions (Muniz and Schau, 2005), the