Brand identity and virtual brand community for the success of co-creation
by Héla Benmiled-Cherif
J. for International Business and Entrepreneurship Development (JIBED), Vol. 9, No. 2, 2016

Abstract: In social media, interaction can occur between users inside a virtual brand community (VBC) centred on brand, which actively participate in the co-creation (CC) process. Social media also contribute to identify brand identity (BI) and to the process of consumers' identification in VBC. This study aims at looking into the influence of BI and VBC on the process of CC. The research findings are based on a cross-national study in France and Tunisia using a netnographic approach on the Facebook pages of 'Axe' brand. There is a perfect fit between the norms, values and culture of the brand and those of the VBC. VBC can then play an active role in CC process. A new classification of CC is proposed and leads to new insights in the positive and negative effects of Axe's VBC. Finally, the results are discussed, and conclusions as well as managerial implications are drawn.

Online publication date: Wed, 13-Jul-2016

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the J. for International Business and Entrepreneurship Development (JIBED):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com