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Title: Prosument Behaviour In Brand Creating
Authors: Scheibe, Anna
Editors: Nalepka, Adam
Ujwary-Gil, Anna
Keywords: co-creations
Issue Date: 2012
Publisher: Wyższa Szkoła Biznesu - National-Louis University in Nowy Sącz
Citation: Business and non-profit organizations facing increased competition and growing customer demands, Wyższa Szkoła Biznesu, National-Louis University, Nowy Sącz 2012, pp. 34 - 44.
Series/Report no.: Business and Non-Profit Organizations Facing Increase Competition and Growing Customers' Demands;
Abstract: A brand remains a considerable source of the competitive advantage. One of the elements contributing to its power is image. The information revolution and globalization make it necessary to search for new means of differentiating brands. One of them is engaging consumers in the brand creation process. In light of the development of the Web 2.0, prosumers – active consumers functioning both as consumers and partly as producers – can have a meaningful influence on the image of brands. Their activities can entail both positive as well as negative effects.
Appears in Collections:Artykuły naukowe (WPiA)

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