How brand community practices create value
Abstract
Using social practice theory, this article reveals the process of collective value creation within brand communities. Moving beyond a single case study, the authors examine previously published research in conjunction with data collected in nine brand communities comprising a variety of product categories, and they identify a common set of value-creating practices. Practices have an “anatomy” consisting of (1) general procedural understandings...
Paper Details
Title
How brand community practices create value
Published Date
Sep 1, 2009
Journal
Volume
73
Issue
5
Pages
30 - 51
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