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Working Consumers as Cocreators of the Brand Identity and the Brand Community Identity: An Extended Abstract

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Marketing at the Confluence between Entertainment and Analytics

Abstract

Recent research appreciates that consumers develop relationships and engage with various brand-related foci, such as brands, brand-related consumer groups or brand-related content, simultaneously (Veloutsou 1999; Veloutsou and Moutinho 2009; Brodie et al. 2011; Vivek et al. 2014; Dessart et al. 2015). Many individuals engage with brands both on an individual and a collective level, and they are actively involved both with brands and the other consumers who share the same, positive or negative, feelings around the brands (Veloutsou 2009; Dessart et al. 2015). These consumers can contribute in the creation of the identity of the brands that they are following and of the brand-related groups that they are participating. This study builds on existing research on brand identity creation and brand communities and aims to investigate the role of individual consumers in the creation of the identity of two of these foci, a brand and the consumer brand community formed around this brand.

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Correspondence to Iain Black .

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Black, I., Veloutsou, C. (2017). Working Consumers as Cocreators of the Brand Identity and the Brand Community Identity: An Extended Abstract. In: Rossi, P. (eds) Marketing at the Confluence between Entertainment and Analytics. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-47331-4_119

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