Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/230154 
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Erscheinungsjahr: 
2019
Quellenangabe: 
[Journal:] Psychology & Marketing [ISSN:] 1520-6793 [Volume:] 36 [Issue:] 12 [Publisher:] Wiley [Place:] Hoboken, NJ [Year:] 2019 [Pages:] 1249-1266
Verlag: 
Wiley, Hoboken, NJ
Zusammenfassung: 
Social media brand communities (SMBCs) have been heralded for their co-creative, participatory potential whereby consumers actively contribute to the proliferation of meaningful brand avenues in a virtuously circular relationship with brands. Elevated loyalty and enhanced brand equity have been posited repeatedly as likely outcomes of a positively engaged community of brand aficionados. However, evidence to the contrary as negative brand co-creation or brand co-destruction has been progressively piling up in the extant literature. This paper contributes to the meaning co-creation in SMBCs literature primarily on two grounds: first, by offering a methodological framework for adapting the laddering research technique in a mixed methods vein to SMBCs data in a thread-specific context, by leveraging the analytical capabilities of NVivo CAQDAS software; second, by addressing bottlenecks in the applicability of the proposed methodology in light of negative brand co-creation.
Schlagwörter: 
brand communities
brand meaning co‐creation
laddering technique
NVivo
social media
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