Articlegreen2008

How brands enchant: Insights from observing community driven brand creation

Johann Fueller · Marius K. Luedicke · Gregor Jawecki

25 citations0/0 files storedCity Research Online (City University London)

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Digital Marketing and Social Media Literature, Culture, and Aesthetics

Abstract

This paper explores the emerging phenomenon of community- driven brand creation. Drawing on a longitudinal netnographic study of the "outdoorseiten.net" online community, it develops the concept of "community brands." Community brands are consumercreated brands that enchant their participants by providing creative social spaces, in which they innovate, discuss, manufacture, and brand customized products independently from corporate agents. The study reveals influential expressions of authenticity, creativity, community, and independence within such a social space and derives valuable implications for consumer culture theory and branding.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 25 citations exist upstream.

References

2017The Discovery of Grounded Theory 1970Exit, Voice and Loyalty: Responses to Decline in Firms, Organizations, and States.1995Building Strong Brands 1986Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods 2002Building Brand Community 2004The future of competition: co-creating unique value with customers 2002Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding 2002Can Consumers Escape the Market? Emancipatory Illuminations from Burning Man

Cited by

2012On the road to prosumption: marketing discourse and the development of consumer competencies 2008Costless Creation of Strong Brands by User Communities: Implications for Producer-Owned Brands 2019Working consumers’ psychological states in firm-hosted virtual communities 2011Fanaticism - Its development and meanings in consumers' lives

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.