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La confusion des rôles de consommateurs et de producteur dans les communautés de marques : une complicité dangereuse ?

Author

Listed:
  • Pascale Ezan

    (ESC Rouen)

  • Bernard Cova

    (Cermes - Université Bocconi)

Abstract

La frontière consommateur-producteur s'estompe dans les communautés de marque. La passion partagée constitue, en effet, un élément fédérateur qui permet au personnel en contact et aux clients de se rencontrer et de développer des actions conjointes. Cet article examine les conséquences positives et négatives de ce brouillage pour l'entreprise en s'appuyant sur l'analyse de la communauté de marque Warhammer. Il met notamment l'accent sur le risque de double exploitation du personnel comme des clients et sur ses conséquences négatives. Il propose un ensemble de voies de recours pour anticiper ce risque dans les communautés de marque.

Suggested Citation

  • Pascale Ezan & Bernard Cova, 2008. "La confusion des rôles de consommateurs et de producteur dans les communautés de marques : une complicité dangereuse ?," Post-Print halshs-02913945, HAL.
    • Handle: RePEc:hal:journl:halshs-02913945
    DOI: 10.7193/DM.052.51.60
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    Cited by:

    1. Aurélien Rouquet & Fanny Reniou & Kiane Goudarzi, 2013. "Le client acteur de l’organisation : enjeux et perspectives pour les sciences de gestion," Post-Print hal-01123721, HAL.

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