Prosument Behaviour In Brand Creating
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Date
2012
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Publisher
Wyższa Szkoła Biznesu - National-Louis University in Nowy Sącz
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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.
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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.