Branding co-creation with members of online brand communities

Brand-meaning co-creation by stakeholders: an interactive city brand

Using a quantitative study, this article considers the reciprocal relationship between stakeholder, city brand meaning co-creation and stakeholder identity. This study is pioneering in that it firmly establishes the existence of an interactive brand due to the reciprocal relationship for two of three sets of stakeholders. Three stakeholder groups in Hatfield, UK provide the context for the stud...

Open Innovation In Online Brand Communities

The explosive growth of social media and online communities offers companies new unique opportunities to utilize information and knowledge capital by involving users in the company’s innovation activities. Companies started to realize the huge potential of online brand communities as a source of R&D innovations, and the ability to utilize and manage customer knowledge effectively can create com...

The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty

Social media based brand communities are communities initiated on the platform of social media. In this article, we explore whether brand communities based on social media (a special type of online brand communities) have positive effects on the main community elements and value creation practices in the communities as well as on brand trust and brand loyalty. A survey based empirical study wit...

Towards Computational Co-Creation in Modding Communities

Large online repositories of player-generated game content are a popular component of modern interactive digital entertainment. These add-ons are typically referred to as ”mods”, and the communities of co-creators that coalesce around them ”modding communities”. We propose a method to augment these communities with computational agents that encourage creative submissions, which we define as tho...

Brand Value Co-creation: towards a Multiple Stakeholder Perspective