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Consumer roles in brand culture and value co-creation in virtual communities

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  • Healy, Jason C.
  • McDonagh, Pierre

Abstract

Using a Netnographic Grounded Theory approach to an online fan forum, a Virtual Community (VC), this article considers brand culture and value co-creation. The research site is a VC containing football fans who are viewed as stakeholders of the organisation Liverpool Football Club. Following a service-dominant logic (SDL) and consumer culture theory (CCT) approaches, analysis is conducted on fan consumer behaviour leading to the submission of a Typology of Seven Consumer Community Cultural Co-creative Roles. The authors reflect on existing theoretical consumer responses to market offerings of exit, voice, loyalty, and twist, found in extant literature, adopting these as four co-creative roles. This study contributes three new consumer co-creative roles of entry, re-entry, and non-entry. Managerial implications of the typology are discussed.

Suggested Citation

  • Healy, Jason C. & McDonagh, Pierre, 2013. "Consumer roles in brand culture and value co-creation in virtual communities," Journal of Business Research, Elsevier, vol. 66(9), pages 1528-1540.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:9:p:1528-1540
    DOI: 10.1016/j.jbusres.2012.09.014
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    References listed on IDEAS

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