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Brand community coping

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journal contribution
posted on 10.04.2019, 10:06 by Henri Weijo, Jonathan Bean, Jukka RintamakiJukka Rintamaki
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.

History

School

  • Loughborough University London

Published in

JOURNAL OF BUSINESS RESEARCH

Volume

94

Pages

128 - 136

Citation

WEIJO, H., BEAN, J. and RINTAMAKI, J., 2017. Brand community coping. Journal of Business Research, 94, pp.128-136.

Publisher

© Elsevier

Version

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

2017

Notes

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

0148-2963

Language

en

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