How to innovate with a brand community
Volume: 37, Pages: 78 - 89
Published: Jul 1, 2015
Abstract
This study examines how a firm can innovate with a brand community via an inductive, longitudinal study of three brand communities. The proposed framework for building an innovative brand community features six mechanisms: animation, openness, structuring, linking, theorization, and integration that support three processes: generation, socialization and adoption of user contributions. An innovative brand community can generate valuable...
Paper Details
Title
How to innovate with a brand community
Published Date
Jul 1, 2015
Volume
37
Pages
78 - 89
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