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Facilitating collective brand engagement and collaborative production through cultural marketing

Head, Gabriela; Schau, Hope Jensen; Thompson, Katherine - In: Marketing management : a cultural perspective, (pp. 194-211). 2012

Persistent link: https://www.econbiz.de/10009507098

The context of experience

Akaka, Melissa Archpru; Vargo, Stephen L.; Schau, Hope … - In: Journal of service management 26 (2015) 2, pp. 206-223

Persistent link: https://www.econbiz.de/10011401324

Brand pathologies : "monstrous" fan relationships and the media brand "Twilight"

Buchanan-Oliver, Margo; Schau, Hope Jensen - In: Exploring the rise of fandom in contemporary consumer …, (pp. 185-200). 2018

Persistent link: https://www.econbiz.de/10011764846

Designing solutions around customer network identity goals

Epp, Amber M.; Price, Linda L. - In: Journal of marketing 75 (2011) 2, pp. 36-54

Persistent link: https://www.econbiz.de/10008935844

Culture and Co-Creation: Exploring Consumers’ Inspirations and Aspirations for Writing and Posting On-Line Fan Fiction

Lanier, Clinton D.; Jensen Schau, Hope - In: Consumer culture theory, (pp. 321-342). 2007

This paper explores how consumers use the media products of mass culture to co-create the meanings of popular culture. Specifically, we examine both why and how Harry Potter fans utilize the primary texts written by J. K. Rowling to co-create their own fan fiction. Towards this end, we utilize...

Persistent link: https://www.econbiz.de/10015384485