Prosument Behaviour In Brand Creating

Loading...
Thumbnail Image

Date

2012

Advisor

Journal Title

Journal ISSN

Volume Title

Publisher

Wyższa Szkoła Biznesu - National-Louis University in Nowy Sącz

Title alternative

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.

Description

Sponsor

Keywords

co-creations, brand, prosumer

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.

Seria

Business and Non-Profit Organizations Facing Increase Competition and Growing Customers' Demands;

ISBN

ISSN

DOI

Title Alternative

Rights Creative Commons

Uniwersytet im. Adama Mickiewicza w Poznaniu
Biblioteka Uniwersytetu im. Adama Mickiewicza w Poznaniu
Ministerstwo Nauki i Szkolnictwa Wyższego