Access the full text.
Sign up today, get DeepDyve free for 14 days.
J. McAlexander, J. Schouten, H. Koenig (2002)
Building Brand CommunityJournal of Marketing, 66
A. Sørensen, J. Drennan (2017)
Understanding value-creating practices in social media-based brand communitiesThe Service Industries Journal, 37
Pravin Nath, V. Mahajan (2008)
Chief Marketing Officers: A Study of Their Presence in Firms' Top Management Teams.Journal of Marketing, 72
P. Andersen (2005)
Relationship marketing and brand involvement of professionals through web-enhanced brand communities: the case of ColoplastIndustrial Marketing Management, 34
M. Royo-Vela, Paolo Casamassina (2011)
The influence of belonging to virtual brand communities on consumers' affective commitment, satisfaction and word-of-mouth advertising: The ZARA caseOnline Inf. Rev., 35
S. Schembri, Lorien Latimer (2016)
Online brand communities: constructing and co-constructing brand cultureJournal of Marketing Management, 32
J. McManus, Barry Ardley (2019)
Innovation and Co-Creation Process within a Service Context: A Matter of Choice or Necessity?Open Journal of Business and Management
(2012)
Collaborating with customer communities: lessons from the lego group
Per Skålén, S. Pace, B. Cova (2015)
Firm-brand community value co-creation as alignment of practicesEuropean Journal of Marketing, 49
M. Laroche, Mohammad Habibi, M. Richard, R. Sankaranarayanan (2012)
The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyaltyComput. Hum. Behav., 28
R. Lusch, S. Vargo, Matthew O'Brien (2007)
Competing through service: Insights from service-dominant logicJournal of Retailing, 83
Online Information Review, 42
G. Marchi, C. Giachetti, Pamela Gennaro (2011)
Extending lead-user theory to online brand communities: The case of the community DucatiTechnovation, 31
L. Hollebeek, Biljana Juric, Wenyan Tang (2017)
Virtual brand community engagement practices: a refined typology and modelJournal of Services Marketing, 31
B. Cova, S. Pace (2006)
Brand community of convenience products: new forms of customer empowerment – the case “my Nutella The Community”European Journal of Marketing, 40
Hong-Youl Ha (2004)
Factors influencing consumer perceptions of brand trust onlineJournal of Product & Brand Management, 13
Amélia Carvalho, T. Fernandes (2018)
UNDERSTANDING CUSTOMER BRAND ENGAGEMENT WITH VIRTUAL SOCIAL COMMUNITIES: A COMPREHENSIVE MODEL OF DRIVERS, OUTCOMES AND MODERATORSJournal of Marketing Theory and Practice, 26
G. Rossolatos (2019)
Negative brand meaning co‐creation in social media brand communities: A laddering approach using NVivoPsychology & Marketing
Shampy Kamboj, Bijoylaxmi Sarmah, Shivam Gupta, Yogesh Dwivedi (2018)
Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-ResponseInt. J. Inf. Manag., 39
I. Zander, U. Zander (2005)
The Inside Track: On the Important (But Neglected) Role of Customers in the Resource - Based View of Strategy and Firm GrowthJournal of Management Studies, 42
D. Walters, G. Lancaster (2000)
Implementing value strategy through the value chainManagement Decision, 38
Hanna Kurikko, P. Tuominen (2012)
Collective Value Creation and Empowerment in an Online Brand Community: A Netnographic Study on LEGO BuildersTechnology Innovation Management Review, 2
A. Payne, K. Storbacka, Pennie Frow (2008)
Managing the co-creation of valueJournal of the Academy of Marketing Science, 36
R. Brodie, A. Ilić, Biljana Juric, L. Hollebeek (2013)
Consumer engagement in a virtual brand community: An exploratory analysisJournal of Business Research, 66
J. Füller, Kurt Matzler, M. Hoppe (2008)
Brand Community Members as a Source of InnovationJournal of Product Innovation Management, 25
P. Berthon, L. Pitt, Kirk Plangger, D. Shapiro (2012)
Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategyBusiness Horizons, 55
J. Suomala, Lauri Palokangas, S. Leminen, M. Westerlund, J. Heinonen, J. Numminen (2012)
Neuromarketing: Understanding Customers' Subconscious Responses to MarketingTechnology Innovation Management Review, 2
Zhilin Yang, R. Peterson (2004)
Customer perceived value, satisfaction, and loyalty: The role of switching costsPsychology & Marketing, 21
S. Thompson, Rajiv Sinha (2008)
Brand Communities and New Product Adoption:The Influence and Limits of Oppositional LoyaltyJournal of Marketing, 72
A. Patterson (2012)
Social-networkers of the world, unite and take over: A meta-introspective perspective on the Facebook brandJournal of Business Research, 65
Puneet Kaur, A. Dhir, R. Rajala, Yogesh Dwivedi (2018)
Why people use online social media brand communities: A consumption value theory perspectiveOnline Inf. Rev., 42
Melanie Zaglia (2013)
Brand communities embedded in social networks☆Journal of Business Research, 66
R. Belk (2013)
Extended Self in a Digital WorldJournal of Consumer Research, 40
Yun Antorini, A. Muñiz (2013)
The Benefits and Challenges of Collaborating with User CommunitiesResearch-Technology Management, 56
R. Kozinets (1999)
E-tribalized Marketing?: The Strategic Implications of Virtual Communities of ConsumptionEuropean Management Journal, 17
A. Muñiz, H. Schau (2005)
Religiosity in the Abandoned Apple Newton Brand CommunityJournal of Consumer Research, 31
Laurence Dessart, C. Veloutsou, Anna Morgan-Thomas (2015)
Consumer engagement in online brand communities: a social media perspectiveJournal of Product & Brand Management, 24
S. Vargo, P. Maglio, M. Akaka (2008)
On value and value co-creation: A service systems and service logic perspectiveEuropean Management Journal, 26
Nicholas Ind, N. Coates, Katrina Lerman (2020)
The gift of co-creation: what motivates customers to participateJournal of Brand Management, 27
Jamie Carlson, Jessica Wyllie, Mohammad Rahman, R. Voola (2019)
Enhancing brand relationship performance through customer participation and value creation in social media brand communitiesJournal of Retailing and Consumer Services
H. Schau, A. Muñiz, E. Arnould (2009)
How Brand Community Practices Create ValueJournal of Marketing, 73
A. Muñiz, Thomas O’Guinn (2022)
brand communityThe Fairchild Books Dictionary of Fashion
R. Lusch, S. Vargo (2006)
Service-dominant logic: reactions, reflections and refinementsMarketing Theory, 6
Mohammad Habibi, M. Laroche, M. Richard (2014)
Brand communities based in social media: How unique are they? Evidence from two exemplary brand communitiesInt. J. Inf. Manag., 34
Hyun Lee, Doo-Hee Lee, Charlie Taylor, Jong-Ho Lee (2011)
Do online brand communities help build and maintain relationships with consumers? A network theory approachJournal of Brand Management, 19
A. Laing, D. Keeling, T. Newholm (2011)
Virtual communities come of age: Parallel service, value, and propositions offered in communal online spaceJournal of Marketing Management, 27
Andreas Reckwitz (2002)
Toward a Theory of Social PracticesEuropean Journal of Social Theory, 5
The aim of this paper is to examine the extent of value co-creation activity that exists in online brand communities. The approach was to use elements of practice theory to analyse the member-to-member Adult Fans of Lego (AFOL) communityDesign/methodology/approachThe method adopted was netnography based on a study of eight LEGO Facebook groups. The study involved the collection of data in the form of text and images. Over a period of several months, the interactions between the AFOL ‘MEMBERS’ was examined and analysed.FindingsUsing the characteristics of brand communities established by Muniz and O'Guinn as an investigative framework, the research established that there exists a range of co-creation practices in the AFOL communities revolving around engagement procedures and understandings.Practical implicationsA range of strategies is revealed into how co-creation is established and maintained in an online community having key implications for the management of business processes.Originality/valueWith limited previous research on member-to-member brand communities using practice theory, this paper demonstrates that customer skills and knowledge are now a central aspect of value creation, demonstrating a shift away from the firm as the sole provider of worth.
Business Process Management Journal – Emerald Publishing
Published: Aug 13, 2020
Keywords: Brand community; Co- creation; LEGO; AFOLS; Value
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.