Experience in Brand Communities: The Case of Higher Education Institutions (Doswiadczenia we wspolnotach wokol marki w szkolnictwie wyzszym)

Katarzyna Dziewanowska ()
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Katarzyna Dziewanowska: Uniwersytet Warszawski, Wydzial Zarzadzania

Problemy Zarzadzania, 2016, vol. 14, issue 58, 45-60

Abstract: This paper is of theoretical nature and its objective it to present the possibility of application of the concept of brand community based on consumer experiences as enablers of value in higher education. The paper briefly presents the challenges facing the higher education sector as a justification for undertaking innovative actions by organizations operating in this sector. Also, a broader theoretical context is drawn connecting consumer communities with the concept of the experience economy according to which consumer experiences are enablers of value co-created within brand communities.

Keywords: community; experience; value; higher education (search for similar items in EconPapers)
JEL-codes: I23 M30 M31 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:sgm:pzwzuw:v:14:i:58:y:2016:p:45-60

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