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Co-Kreation der Marke in Brand-Communities

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  • Saak, Rebekka
  • Schmidt, Holger J.

Abstract

Die Frage, wie Identität und Bedeutung einer Marke durch Konsumenten verhandelt und beeinflusst werden, hat in der jüngeren Literatur zur Markenührung grosses Interesse gefunden. Viele Studien zu diesem Thema fokussieren die Einflussnahme von Konsumenten in virtuellen Markengemeinschaften. Weniger ist jedoch über die Einschätzungen aus Managementperspektive bekannt. Dieser Artikel untersucht, wie Community­-Manager die Co­-creation der Marke in Brand­-Communities bewerten.

Suggested Citation

  • Saak, Rebekka & Schmidt, Holger J., 2020. "Co-Kreation der Marke in Brand-Communities," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 37(5), pages 68-75.
    • Handle: RePEc:zbw:hsgmrs:276111
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    References listed on IDEAS

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    1. Ramaswamy, Venkat & Ozcan, Kerimcan, 2016. "Brand value co-creation in a digitalized world: An integrative framework and research implications," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 93-106.
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