The influence of brand community on co-creation: a cross national study of the brand AXE in France and Tunisia

Héla Benmiled-Cherif, Hans Ruediger Kaufmann and Agapi Manarioti

World Review of Entrepreneurship, Management and Sustainable Development, 2016, vol. 12, issue 2/3, 285-299

Abstract: In the academic stream of consumer-brand relationship, co-creation is an emerging, dynamic concept that proposes a new, active and integrative role of consumers in the brand building process. Brand communities on social networks such as Facebook are in the focus of the study. This article proposes a new typology of co-creation (minor or major) on two criteria: the interaction and duration (on a short/long period). The findings are derived from an extended study of the brand Axe in a transnational context (France and Tunisia) having applied a netnography approach. Based on the conclusions of the study, a new relation between long term co-creation and brand love is suggested to be validated in future research. Managerial implications are provided.

Keywords: co-creation; brand communities; brand love; netnography; Facebook; social media; AXE; Tunisia; France; consumer involvement; brand building; social networks. (search for similar items in EconPapers)
Date: 2016
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