Matches in SemOpenAlex for { <https://semopenalex.org/work/W2483385510> ?p ?o ?g. }
Showing items 1 to 100 of
100
with 100 items per page.
- W2483385510 abstract "The co-creation process is a real challenge for marketing managers. The large use of the internet and the development of interactive platforms and social media (technology Web 2.0) offer a virtual context for potential innovation with a large number of consumers available individually or collectively inside a brand community. A brand community (BC) is “a structured set of social relationships among admirers of the brand” (Muniz and O’Guinn, 2001). When it is embedded in social networks (Zaglia, 2013; Brogi, 2014) it is referred to as a virtual brand community (VBC). Inside a VBC, consumers have similar norms or values and share the same passion for a brand. At this level, a brand is a set of ideas that convey the essence of the organization and/or the product. It is the framework for innovation which is human centered. Technological innovation presupposes an interaction between consumers, community members and the company in order to create products, services, ideas or experiences together. In other words, entrepreneurial co-creation implies collaboration. Consumers and brand community members develop personalized experiences in the VBC. “Brand aficionados” perceive social identities with small friendship groups around the brand (Bagozzi et al., 2012). A brand can reinforce this link with consumers by a brand identity prism (Kapferer, 1992). This tool allows a brand to create its identity with values and norms that can be shared and adopted by consumers." @default.
- W2483385510 created "2016-08-23" @default.
- W2483385510 creator A5083933205 @default.
- W2483385510 date "2015-01-01" @default.
- W2483385510 modified "2023-09-24" @default.
- W2483385510 title "Technological Innovation and Entrepreneurial Co-Creation: An Analysis of Brand Identity and Virtual Brand Communities" @default.
- W2483385510 cites W1979081691 @default.
- W2483385510 cites W1981703572 @default.
- W2483385510 cites W1983895294 @default.
- W2483385510 cites W1984442019 @default.
- W2483385510 cites W1997254581 @default.
- W2483385510 cites W2028544857 @default.
- W2483385510 cites W2093505263 @default.
- W2483385510 cites W2117356399 @default.
- W2483385510 cites W2121001699 @default.
- W2483385510 cites W2123338733 @default.
- W2483385510 cites W2124243010 @default.
- W2483385510 cites W2131942188 @default.
- W2483385510 cites W2132663861 @default.
- W2483385510 cites W2134838115 @default.
- W2483385510 cites W2135526934 @default.
- W2483385510 cites W2138794141 @default.
- W2483385510 cites W2167142086 @default.
- W2483385510 cites W2319590339 @default.
- W2483385510 cites W3121703968 @default.
- W2483385510 cites W3123492614 @default.
- W2483385510 cites W3123679541 @default.
- W2483385510 cites W4211068185 @default.
- W2483385510 doi "https://doi.org/10.1057/9781137479761_15" @default.
- W2483385510 hasPublicationYear "2015" @default.
- W2483385510 type Work @default.
- W2483385510 sameAs 2483385510 @default.
- W2483385510 citedByCount "0" @default.
- W2483385510 crossrefType "book-chapter" @default.
- W2483385510 hasAuthorship W2483385510A5083933205 @default.
- W2483385510 hasConcept C110875604 @default.
- W2483385510 hasConcept C112698675 @default.
- W2483385510 hasConcept C136006765 @default.
- W2483385510 hasConcept C136764020 @default.
- W2483385510 hasConcept C144133560 @default.
- W2483385510 hasConcept C151730666 @default.
- W2483385510 hasConcept C152455256 @default.
- W2483385510 hasConcept C162853370 @default.
- W2483385510 hasConcept C205971072 @default.
- W2483385510 hasConcept C2524010 @default.
- W2483385510 hasConcept C2775834023 @default.
- W2483385510 hasConcept C2777756574 @default.
- W2483385510 hasConcept C2779343474 @default.
- W2483385510 hasConcept C33923547 @default.
- W2483385510 hasConcept C41008148 @default.
- W2483385510 hasConcept C57375061 @default.
- W2483385510 hasConcept C71508700 @default.
- W2483385510 hasConcept C86803240 @default.
- W2483385510 hasConcept C90673727 @default.
- W2483385510 hasConceptScore W2483385510C110875604 @default.
- W2483385510 hasConceptScore W2483385510C112698675 @default.
- W2483385510 hasConceptScore W2483385510C136006765 @default.
- W2483385510 hasConceptScore W2483385510C136764020 @default.
- W2483385510 hasConceptScore W2483385510C144133560 @default.
- W2483385510 hasConceptScore W2483385510C151730666 @default.
- W2483385510 hasConceptScore W2483385510C152455256 @default.
- W2483385510 hasConceptScore W2483385510C162853370 @default.
- W2483385510 hasConceptScore W2483385510C205971072 @default.
- W2483385510 hasConceptScore W2483385510C2524010 @default.
- W2483385510 hasConceptScore W2483385510C2775834023 @default.
- W2483385510 hasConceptScore W2483385510C2777756574 @default.
- W2483385510 hasConceptScore W2483385510C2779343474 @default.
- W2483385510 hasConceptScore W2483385510C33923547 @default.
- W2483385510 hasConceptScore W2483385510C41008148 @default.
- W2483385510 hasConceptScore W2483385510C57375061 @default.
- W2483385510 hasConceptScore W2483385510C71508700 @default.
- W2483385510 hasConceptScore W2483385510C86803240 @default.
- W2483385510 hasConceptScore W2483385510C90673727 @default.
- W2483385510 hasLocation W24833855101 @default.
- W2483385510 hasOpenAccess W2483385510 @default.
- W2483385510 hasPrimaryLocation W24833855101 @default.
- W2483385510 hasRelatedWork W117587691 @default.
- W2483385510 hasRelatedWork W1559295621 @default.
- W2483385510 hasRelatedWork W2101639373 @default.
- W2483385510 hasRelatedWork W2187690215 @default.
- W2483385510 hasRelatedWork W2368325327 @default.
- W2483385510 hasRelatedWork W2509747958 @default.
- W2483385510 hasRelatedWork W2579956619 @default.
- W2483385510 hasRelatedWork W2582726232 @default.
- W2483385510 hasRelatedWork W2636163179 @default.
- W2483385510 hasRelatedWork W2734913869 @default.
- W2483385510 hasRelatedWork W2752060276 @default.
- W2483385510 hasRelatedWork W2759472195 @default.
- W2483385510 hasRelatedWork W2777660232 @default.
- W2483385510 hasRelatedWork W2883496182 @default.
- W2483385510 hasRelatedWork W2896869121 @default.
- W2483385510 hasRelatedWork W2973157369 @default.
- W2483385510 hasRelatedWork W3122399355 @default.
- W2483385510 hasRelatedWork W3183267536 @default.
- W2483385510 hasRelatedWork W89986537 @default.
- W2483385510 hasRelatedWork W2685315475 @default.
- W2483385510 isParatext "false" @default.
- W2483385510 isRetracted "false" @default.
- W2483385510 magId "2483385510" @default.
- W2483385510 workType "book-chapter" @default.