TY  - CONF
  - O'Sullivan, Stephen; Richardson, Brendan
  - Academy of Marketing Annual Conference 2012 Marketing: Catching The Technology Wave
  - Facilitating consumer-consumer-brand relationships and a brand network orbit: Two sides of the brand community development coin
  - 2012
  - July
  - Published
  - 1
  - ()
  - Brand Community, Branding, co-creation, value, network
  - Brand community marketing is built upon the foundation of providing consumers with unique experiences and facilitating the development of consumer-consumer relationships in a brand setting. Consumers seek out brands that primarily link them with other consumers. However, consumers display varying degrees of resistance towards brands with an over zealous commercial approach to relationship building. Hence, communities tend to form from consumer interest, around brands that provide consumers with an authentic, de-commercialised, experience. By providing consumers with an opportunity to co-create brand value and experience, consumers exercise a form of bespoke sovereignty, which reinforces the customer-customer-brand relationship. While many agree that consumer-consumer-brand relationships are the foundation of brand community development, in this study we turn attention to a relational dimension over looked in previous brand community research – the impact of brand value co-creation on brand community development. We found that by adopting a two-pronged approach; firstly developing consumer relationships and, secondly; adopting a brand network orbit approach via partnerships/co-creation with other brands the WSC Beer Pong brand developed its emerging brand community and continues to expand.
DA  - 2012/07
ER  - 

@inproceedings{V238061369,
   = {O'Sullivan, Stephen and  Richardson, Brendan},
   = {Academy of Marketing Annual Conference 2012 Marketing: Catching The Technology Wave},
   = {{Facilitating consumer-consumer-brand relationships and a brand network orbit: Two sides of the brand community development coin}},
   = {2012},
   = {July},
   = {Published},
   = {1},
   = {()},
   = {Brand Community, Branding, co-creation, value, network},
   = {{Brand community marketing is built upon the foundation of providing consumers with unique experiences and facilitating the development of consumer-consumer relationships in a brand setting. Consumers seek out brands that primarily link them with other consumers. However, consumers display varying degrees of resistance towards brands with an over zealous commercial approach to relationship building. Hence, communities tend to form from consumer interest, around brands that provide consumers with an authentic, de-commercialised, experience. By providing consumers with an opportunity to co-create brand value and experience, consumers exercise a form of bespoke sovereignty, which reinforces the customer-customer-brand relationship. While many agree that consumer-consumer-brand relationships are the foundation of brand community development, in this study we turn attention to a relational dimension over looked in previous brand community research – the impact of brand value co-creation on brand community development. We found that by adopting a two-pronged approach; firstly developing consumer relationships and, secondly; adopting a brand network orbit approach via partnerships/co-creation with other brands the WSC Beer Pong brand developed its emerging brand community and continues to expand.}},
  source = {IRIS}
}