Name:
Brand_Community_Coping_accepte ...
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257.0Kb
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Description:
Final Accepted Manuscript
Publisher
ELSEVIER SCIENCE INCCitation
Weijo, Henri & Bean, Jonathan & Rintamäki, Jukka. (2017). Brand Community Coping. Journal of Business Research. 10.1016/j.jbusres.2017.10.054.Journal
JOURNAL OF BUSINESS RESEARCHRights
© 2017 Elsevier Inc. All rights reserved.Collection Information
This item from the UA Faculty Publications collection is made available by the University of Arizona with support from the University of Arizona Libraries. If you have questions, please contact us at repository@u.library.arizona.edu.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.Note
36 month embargo; published online: 10 November 2017ISSN
01482963Version
Final accepted manuscriptAdditional Links
https://linkinghub.elsevier.com/retrieve/pii/S0148296317304368ae974a485f413a2113503eed53cd6c53
10.1016/j.jbusres.2017.10.054