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Are Brand Communities Influencing Brands through Co-creation? A Cross-National Example of the Brand AXE: In France and in Tunisia

Author(s): Héla Cherif | Ben Miled

Journal: International Business Research
ISSN 1913-9004

Volume: 6;
Issue: 9;
Date: 2013;
Original page

In order to build long term relationships with customers, companies involve them more often on their activities.They are now “prosumers” through co-creation process and social media. The primary objective of this study isto identify, by means of a cross-national empirical study, if brand communities influence brand by co-creation.What kind of influence can the virtual brand community have on co-creation? The study begins by a conceptualframework on genesis of concepts of co-creation and brand community. After that clarification, methodology isdeveloped and consequently results are exposed. Conclusions and managerial implications are then withdrawn.And finally limitations of the study and future researches are presented. Theoretical contribution of the study isas follows. Firstly, propose a new classification of co-creation. Secondly the use of Kapferer’s brand identityPrism (1991) in order to create a strong brand seems to be helpful for building brand community. Thirdly a newmethod, the netnography, applied to “Axe” brand in France and Tunisia.
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