Negative brand meaning co‐creation in social media brand communities: A laddering approach using NVivo
Abstract
Social media brand communities (SMBCs) have been heralded for their co-creative, participatory potential whereby consumers actively contribute to the proliferation of meaningful brand avenues in a virtuously circular relationship with brands. Elevated loyalty and enhanced brand equity have been posited repeatedly as likely outcomes of a positively engaged community of brand aficionados. However, evidence to the contrary as negative brand...
Paper Details
Title
Negative brand meaning co‐creation in social media brand communities: A laddering approach using NVivo
Published Date
Oct 10, 2019
Journal
Volume
36
Issue
12
Pages
1249 - 1266
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