BrandCommunityCoping.pdf (251.28 kB)
Brand community coping
journal contribution
posted on 2019-04-10, 10:06 authored by Henri Weijo, Jonathan Bean, Jukka RintamakiThe 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.
History
School
- Loughborough University London
Published in
JOURNAL OF BUSINESS RESEARCHVolume
94Pages
128 - 136Citation
WEIJO, H., BEAN, J. and RINTAMAKI, J., 2017. Brand community coping. Journal of Business Research, 94, pp.128-136.Publisher
© ElsevierVersion
- AM (Accepted Manuscript)
Publisher statement
This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/Publication date
2017Notes
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.ISSN
0148-2963Publisher version
Language
- en
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