Value co-creation between the "inside" and the "outside" of a company : insights from a brand community failure
Rossella C. Gambetti and Guendalina Graffigna (Università Cattolica del Sacro Cuore, Italy)
| Year of publication: |
June 2015
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|---|---|
| Authors: | Gambetti, Rossella C. ; Graffigna, Guendalina |
| Published in: |
Marketing theory. - London [u.a.] : Sage, ISSN 1470-5931, ZDB-ID 2201540-1. - Vol. 15.2015, 2, p. 155-178
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| Subject: | BtoC (business-to-consumers) online brand community | company-consumer fine-tuning | consumer-brand bond | qualitative multi-method approach | value co-creation | Kundenintegration | Customer integration | Social Web | Social web | Markenführung | Brand management | Betriebliche Wertschöpfung | Value creation | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |