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 language | English |
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Pages (from-to) | 285-299 |
Number of pages | 15 |
Journal | World Review of Entrepreneurship, Management and Sustainable Development |
Volume | 12 |
Issue number | 2-3 |
DOIs | |
Publication status | Published - 2016 |
Keywords
- Axe
- brand community
- brand love
- co-creation
- France
- netnography
- social media
- Tunisia