Search Results - subject:"Consumption communities"

Four fanatical friends and other alliterative allegories

Joubert, Alison M.; Coffin, Jack - In: Marketing theory 20 (2020) 2, pp. 195-201

Persistent link: https://www.econbiz.de/10012230855

Flocking together : benefits and costs of small group consumption community participation

Agrawal, Richa; Ramachandran, Giridhar - In: European journal of marketing : EJM 51 (2017) 9/10, pp. 1713-1738

Persistent link: https://www.econbiz.de/10011755487

Flocking together – benefits and costs of small group consumption community participation

Agrawal, Richa; Ramachandran, Giridhar - In: European Journal of Marketing 51 (2017) 9/10, pp. 1713-1738

Purpose This study aims to identify the benefits and costs of participation in small group consumption communities … consumption communities (LGCCs). Design/methodology/approach Thematic analysis of data collected through multi-method approach … for managers wanting to seed/nurture consumption communities. By increasing benefits and reducing costs, managers can …

Persistent link: https://www.econbiz.de/10014723582

Paradox, tribalism, and the transitional consumption experience : in light of post-postmodernism

Skandalis, Alexandros; Byrom, John; Banister, Emma - In: European journal of marketing : EJM 50 (2016) 7/8, pp. 1308-1325

Persistent link: https://www.econbiz.de/10011609048

Paradox, tribalism, and the transitional consumption experience : In light of post-postmodernism

Skandalis, Alexandros; Byrom, John; Banister, Emma - In: European Journal of Marketing 50 (2016) 7/8, pp. 1308-1325

Purpose The aim of this paper is to explore how the paradox of individualism/tribalism is brought into play and negotiated by consumers in the wake of the post-postmodern era. Design/methodology/approach The paper draws on netnographic and interview data from the Greek football manager (FM)...

Persistent link: https://www.econbiz.de/10014724594

A dual identification framework of online multiplayer video games: The case of massively multiplayer online role playing games (MMORPGs)

Badrinarayanan, Vishag A.; Sierra, Jeremy J.; Martin, … - In: Journal of Business Research 68 (2015) 5, pp. 1045-1052

Video games have become a global economic, social, and consumption phenomenon. Within the video game industry, massively multiplayer online role playing games (MMORPGs) have demonstrated unprecedented growth in recent years by attracting more than 50 million consumers who spend in excess of...

Persistent link: https://www.econbiz.de/10011209111

Use of brand community markers to engage existing lifestyle consumption communities and some ethical concerns

Gordon, Ross; Jones, Sandra; Barrie, Lance; Gilchrist, Heidi - In: Journal of macromarketing : examining the interactions … 35 (2015) 4, pp. 419-434

Persistent link: https://www.econbiz.de/10011413158

A dual identification framework of online multiplayer video games : the case of massively multiplayer online role playing games (MMORPGs)

Badrinarayanan, Vishag A.; Sierra, Jeremy J.; Martin, … - In: Journal of business research : JBR 68 (2015) 5, pp. 1045-1052

Persistent link: https://www.econbiz.de/10010517112

COMPANY MANAGED VIRTUAL COMMUNITIES IN GLOBAL BRAND STRATEGY

Arnone, Laurent; Colot, Olivier; Croquet, Mélanie; … - In: Global Journal of Business Research 4 (2010) 2, pp. 97-112

Nowadays, many international businesses are experimenting with virtual communities of consumers in order to foster relationships between them and their customers. However, analysis of their strategies has rarely been considered in the existing literature. In this framework, our paper aims at...

Persistent link: https://www.econbiz.de/10011205767