Füller, J., Luedicke, M. K. & Jawecki, G. (2008). How brands enchant: Insights from observing community driven brand creation. Advances in Consumer Research, 35, pp. 359-366.
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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.
|Subjects:||H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management|
|Divisions:||Cass Business School > Faculty of Management|
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