The influence of brand community on co-creation: A cross national study of the brand AXE in France and Tunisia

Héla Benmiled-Cherif, Hans Ruediger Kaufmann, Agapi Manarioti

    Research output: Contribution to journalArticlepeer-review

    Abstract

    In the academic stream of consumer-brand relationship, co-creation is an emerging, dynamic concept that proposes a new, active and integrative role of consumers in the brand building process. Brand communities on social networks such as Facebook are in the focus of the study. This article proposes a new typology of co-creation (minor or major) on two criteria: The interaction and duration (on a short/long period). The findings are derived from an extended study of the brand Axe in a transnational context (France and Tunisia) having applied a netnography approach. Based on the conclusions of the study, a new relation between long term co-creation and brand love is suggested to be validated in future research. Managerial implications are provided.

    Original languageEnglish
    Pages (from-to)285-299
    Number of pages15
    JournalWorld Review of Entrepreneurship, Management and Sustainable Development
    Volume12
    Issue number2-3
    DOIs
    Publication statusPublished - 2016

    Keywords

    • Axe
    • brand community
    • brand love
    • co-creation
    • facebook
    • France
    • netnography
    • social media
    • Tunisia

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