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Brand Scouting: Co-Creation of Value in the Football Manager Community

Advances in Consumer Research, 2015, Vol.43, p.409 [Peer Reviewed Journal]

Copyright Association for Consumer Research 2015 ;ISSN: 0098-9258

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  • Title:
    Brand Scouting: Co-Creation of Value in the Football Manager Community
  • Author: Skandalis, Alexandros ; Byrom, John ; Banister, Emma
  • Subjects: Brand equity ; Studies
  • Is Part Of: Advances in Consumer Research, 2015, Vol.43, p.409
  • Description: This paper enhances our understanding of collective value co-creation in the context of brand-centered communities. Our study is based on a netnographic exploration of the Football Manager (FM) game community. We introduce the concept of brand scouting and describe how it extends and goes beyond current theorizations of value co-creation.
  • Publisher: Urbana: Association for Consumer Research
  • Language: English
  • Identifier: ISSN: 0098-9258
  • Source: Alma/SFX Local Collection
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