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Consumer roles in brand culture and value co-creation in virtual communities

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  • Healy, Jason C.
  • McDonagh, Pierre

Abstract

Using a Netnographic Grounded Theory approach to an online fan forum, a Virtual Community (VC), this article considers brand culture and value co-creation. The research site is a VC containing football fans who are viewed as stakeholders of the organisation Liverpool Football Club. Following a service-dominant logic (SDL) and consumer culture theory (CCT) approaches, analysis is conducted on fan consumer behaviour leading to the submission of a Typology of Seven Consumer Community Cultural Co-creative Roles. The authors reflect on existing theoretical consumer responses to market offerings of exit, voice, loyalty, and twist, found in extant literature, adopting these as four co-creative roles. This study contributes three new consumer co-creative roles of entry, re-entry, and non-entry. Managerial implications of the typology are discussed.

Suggested Citation

  • Healy, Jason C. & McDonagh, Pierre, 2013. "Consumer roles in brand culture and value co-creation in virtual communities," Journal of Business Research, Elsevier, vol. 66(9), pages 1528-1540.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:9:p:1528-1540
    DOI: 10.1016/j.jbusres.2012.09.014
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    5. Vlad I. Rosca, 2017. "Fan drain due to brand identity loss. Evidence from Romanian second league football," Journal of Community Positive Practices, Catalactica NGO, issue 2, pages 31-50.
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    7. Jianxin Ge & Hongjia Xu & Massimiliano M. Pellegrini, 2019. "The Effect of Value Co-Creation on Social Enterprise Growth: Moderating Mechanism of Environment Dynamics," Sustainability, MDPI, vol. 11(1), pages 1-20, January.
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    9. Holzmayer, Florian & Schmidt, Sascha L., 2020. "Dynamic managerial capabilities, firm resources, and related business diversification – Evidence from the English Premier League," Journal of Business Research, Elsevier, vol. 117(C), pages 132-143.
    10. Qingchun Meng & Zhen Zhang & Xiaole Wan & Xiaoxia Rong, 2018. "Properties Exploring and Information Mining in Consumer Community Network: A Case of Huawei Pollen Club," Complexity, Hindawi, vol. 2018, pages 1-19, November.
    11. Guillaume Dumont & Mart Ots, 2020. "Social dynamics and stakeholder relationships in personal branding," Post-Print hal-02312404, HAL.
    12. Mohsen Behnam & Geoff Dickson & Vahid Delshab & Anna Gerke & Parvaneh Savari Nikou, 2023. "The moderating effect of fan engagement on the relationship between fan knowledge and fan co-creation in social media," Post-Print hal-03969039, HAL.
    13. Giovanni Pino & Mauro Capestro & Gianluigi Guido & Carla Tomacelli & Marco Abate, 2016. "Knowledge-intensive services and local development: An empirical analysis of networks, channels and customization processes," Local Economy, London South Bank University, vol. 31(3), pages 359-376, May.
    14. Saumya Bandara & Ravindra Dissanayake, 2021. "Tribalism and Radicalisation: A Critical Review on Marketing and Branding Practices in Developing Social Cohesion," Technium Social Sciences Journal, Technium Science, vol. 16(1), pages 420-437, February.
    15. Yi-Wen Chen, 2020. "Sustainable Value Co-Creation in the Virtual Community: How Diversified Co-Creation Experience Affects Co-Creation Intention," IJERPH, MDPI, vol. 17(22), pages 1-14, November.
    16. Kamboj, Shampy & Sarmah, Bijoylaxmi & Gupta, Shivam & Dwivedi, Yogesh, 2018. "Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response," International Journal of Information Management, Elsevier, vol. 39(C), pages 169-185.
    17. Anthony Okoeguale, 2023. "Brand Value Co-creation Revisited: A Critical Review of Studies," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, March.
    18. Morgan-Thomas, Anna & Dessart, Laurence & Veloutsou, Cleopatra, 2020. "Digital ecosystem and consumer engagement: A socio-technical perspective," Journal of Business Research, Elsevier, vol. 121(C), pages 713-723.
    19. Sandra Misiak-Kwit & Małgorzata Wiścicka-Fernando & Kelaniyage Shihan Dilruk Fernando, 2021. "The Symbiotic Mutualism between Co-Creation and Entrepreneurship," Sustainability, MDPI, vol. 13(11), pages 1-12, June.
    20. Kuo-Kuang Fan & Ying Zhou, 2020. "The Influence of Traditional Cultural Resources (TCRs) on the Communication of Clothing Brands," Sustainability, MDPI, vol. 12(6), pages 1-19, March.
    21. Wu, Shu-Ling & Hsu, Chiu-Ping, 2018. "Role of authenticity in massively multiplayer online role playing games (MMORPGs): Determinants of virtual item purchase intention," Journal of Business Research, Elsevier, vol. 92(C), pages 242-249.
    22. Shirazi, Farid & Wu, Yun & Hajli, Ali & Zadeh, Arash H. & Hajli, Nick & Lin, Xiaolin, 2021. "Value co-creation in online healthcare communities," Technological Forecasting and Social Change, Elsevier, vol. 167(C).
    23. Carvalho, Sergio W. & Luna, David & Goldsmith, Emily, 2019. "The role of national identity in consumption: An integrative framework," Journal of Business Research, Elsevier, vol. 103(C), pages 310-318.
    24. Dumont, Guillaume & Ots, Mart, 2020. "Social dynamics and stakeholder relationships in personal branding," Journal of Business Research, Elsevier, vol. 106(C), pages 118-128.
    25. Masayuki Yoshida & Brian S. Gordon & Jeffrey D. James, 2021. "Social capital and consumer happiness: toward an alternative explanation of consumer-brand identification," Journal of Brand Management, Palgrave Macmillan, vol. 28(5), pages 481-494, September.

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