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- W2979969322 abstract "Abstract Social media brand communities (SMBCs) have been heralded for their co‐creative, participatory potential whereby consumers actively contribute to the proliferation of meaningful brand avenues in a virtuously circular relationship with brands. Elevated loyalty and enhanced brand equity have been posited repeatedly as likely outcomes of a positively engaged community of brand aficionados. However, evidence to the contrary as negative brand co‐creation or brand co‐destruction has been progressively piling up in the extant literature. This paper contributes to the meaning co‐creation in SMBCs literature primarily on two grounds: first, by offering a methodological framework for adapting the laddering research technique in a mixed methods vein to SMBCs data in a thread‐specific context, by leveraging the analytical capabilities of NVivo CAQDAS software; second, by addressing bottlenecks in the applicability of the proposed methodology in light of negative brand co‐creation." @default.
- W2979969322 created "2019-10-18" @default.
- W2979969322 creator A5008131896 @default.
- W2979969322 date "2019-10-10" @default.
- W2979969322 modified "2023-10-05" @default.
- W2979969322 title "Negative brand meaning co‐creation in social media brand communities: A laddering approach using NVivo" @default.
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- W2979969322 doi "https://doi.org/10.1002/mar.21273" @default.
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