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Consumerism 3.0 Trends and Their Influence on the Shape of Virtual Br and Communities: The Case of Nutella (Trendy konsumpcjonizmu 3.0 i ich wplyw na ksztaltowanie wirtualnej wspolnoty wokol marek – przypadek marki Nutella)

Author

Listed:
  • Monika Skorek

    (Uniwersytet Warszawski, Wydzial Zarzadzania, Katedra Marketingu)

  • Michal Ambroziak

    (Uniwersytet Warszawski, Wydzial Zarzadzania, Katedra Finansow i Rachunkowosci)

Abstract

The article attempts to describe the existing trends which led to the built-up of the phenomenon of consumerism 3.0. It was demonstrated that as a result of new tendencies of consumer behaviour, companies, adapting their methods of reaching and servicing the customer to the market, had started to use brand communities in order to manage their own brands. That is why, the article uses a description of research conducted by an international team on the virtual Nutella brand community and indicates the potential advantages ensuing from such cooperation with the customer for the company.

Suggested Citation

  • Monika Skorek & Michal Ambroziak, 2016. "Consumerism 3.0 Trends and Their Influence on the Shape of Virtual Br and Communities: The Case of Nutella (Trendy konsumpcjonizmu 3.0 i ich wplyw na ksztaltowanie wirtualnej wspolnoty wokol marek – p," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 14(58), pages 13-29.
    • Handle: RePEc:sgm:pzwzuw:v:14:i:58:y:2016:p:13-29
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    File URL: http://pz.wz.uw.edu.pl/sites/default/files/artykuly/pz_2016_1_2_skorek_ambroziak.pdf
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    References listed on IDEAS

    as
    1. Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. "Brand Community," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 412-432, March.
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    More about this item

    Keywords

    consumerism 3.0; brand community; experience;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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