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The influence of brand community on co-creation: a cross national study of the brand AXE in France and Tunisia

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Listed:
  • Héla Benmiled-Cherif
  • Hans Ruediger Kaufmann
  • Agapi Manarioti

Abstract

In the academic stream of consumer-brand relationship, co-creation is an emerging, dynamic concept that proposes a new, active and integrative role of consumers in the brand building process. Brand communities on social networks such as Facebook are in the focus of the study. This article proposes a new typology of co-creation (minor or major) on two criteria: the interaction and duration (on a short/long period). The findings are derived from an extended study of the brand Axe in a transnational context (France and Tunisia) having applied a netnography approach. Based on the conclusions of the study, a new relation between long term co-creation and brand love is suggested to be validated in future research. Managerial implications are provided.

Suggested Citation

  • Héla Benmiled-Cherif & Hans Ruediger Kaufmann & Agapi Manarioti, 2016. "The influence of brand community on co-creation: a cross national study of the brand AXE in France and Tunisia," World Review of Entrepreneurship, Management and Sustainable Development, Inderscience Enterprises Ltd, vol. 12(2/3), pages 285-299.
    • Handle: RePEc:ids:wremsd:v:12:y:2016:i:2/3:p:285-299
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    References listed on IDEAS

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