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Please use this identifier to cite or link to this item: https://dspace.lboro.ac.uk/2134/37538

Title: Brand community coping
Authors: Weijo, Henri
Bean, Jonathan
Rintamaki, Jukka
Keywords: Brand community
Consumer coping
Brand transgression
Co-creation
Netnography
Issue Date: 2017
Publisher: © Elsevier
Citation: WEIJO, H., BEAN, J. and RINTAMAKI, J., 2017. Brand community coping. Journal of Business Research, 94, pp.128-136.
Abstract: The successful alignment of co-creative practices between brand communities and marketers promises many benefits, including stronger consumer brand relationships. Yet recent research has identified the inherent difficulty of creating or maintaining such an alignment. This study builds on these cautionary tales to show how marketer-initiated brand transgressions impact communal brand relationships built on extensive histories of successful co-creation. Building theory through netnographic inquiry of the drama surrounding a poorly managed brand transgression in a video game brand community and a counterexample of positive marketer action, this study introduces a theoretical model of brand community coping and its four stages of instigation, distillation, mobilization, and remembrance. Overall, the study provides new insights on brand transgressions, consumer coping, brand relationships, and co-creation.
Description: This paper was accepted for publication in the journal Journal of Business Research and the definitive published version is available at https://doi.org/10.1016/j.jbusres.2017.10.054.
Version: Accepted for publication
DOI: 10.1016/j.jbusres.2017.10.054
URI: https://dspace.lboro.ac.uk/2134/37538
Publisher Link: https://doi.org/10.1016/j.jbusres.2017.10.054
ISSN: 0148-2963
Appears in Collections:Published Articles (Loughborough University London)

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