Abstract
In order to build long term relationships with customers, companies involve them more often on their activities. They are now “prosumers” through co-creation process and social media. The primary objective of this study is to identify, by means of a cross-national empirical study, if brand communities influence brand by co-creation. What kind of influence can the virtual brand community have on co-creation? The study begins by a conceptual framework on genesis of concepts of co-creation and brand community. After that clarification, methodology is developed and consequently results are exposed. Conclusions and managerial implications are then withdrawn. And finally limitations of the study and future researches are presented. Theoretical contribution of the study is as follows. Firstly, propose a new classification of co-creation. Secondly the use of Kapferer’s brand identity Prism (1991) in order to create a strong brand seems to be helpful for building brand community. Thirdly a new method, the netnography, applied to “Axe” brand in France and Tunisia.
Highlights
The status of the consumer has shifted from a passive one to one described as “prosumer” i.e. a proactive role
The primary objective of this study is to identify, by means of a cross-national empirical study, if brand communities influence brand by co-creation
What kind of influence can the virtual brand community have on co-creation? The study begins by a conceptual framework on genesis of concepts of co-creation and brand community
Summary
The status of the consumer has shifted from a passive one to one described as “prosumer” i.e. a proactive role. Web 2.0 has helped companies to increase initiatives to strengthen and reinforce their interaction with consumers Consumers give their opinions, bring in new ideas, discuss, vote for a product or an advertising poster etc.: what is referred to as co-creation? Such actions take advantage of the success of social media and community websites They promote the formation of communities whose members are no longer subjected to advertisements or other marketing strategies but, on the contrary, are entirely participating in the marketing process. These members are individuals sharing the same passion for a product or a brand and often bring in new ideas and trends. Which has resulted is brand communities or, as Sitz and Amine put it “individuals sharing values, norms and representations emerging from similar consumption practices, from collective reception of advertising messages as well as from the visit of similar stores” (Sitz & Amine, 2007)
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
