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Experience in Brand Communities: The Case of Higher Education Institutions (Doswiadczenia we wspolnotach wokol marki w szkolnictwie wyzszym)

Author

Listed:
  • Katarzyna Dziewanowska

    (Uniwersytet Warszawski, Wydzial Zarzadzania)

Abstract

This paper is of theoretical nature and its objective it to present the possibility of application of the concept of brand community based on consumer experiences as enablers of value in higher education. The paper briefly presents the challenges facing the higher education sector as a justification for undertaking innovative actions by organizations operating in this sector. Also, a broader theoretical context is drawn connecting consumer communities with the concept of the experience economy according to which consumer experiences are enablers of value co-created within brand communities.

Suggested Citation

  • Katarzyna Dziewanowska, 2016. "Experience in Brand Communities: The Case of Higher Education Institutions (Doswiadczenia we wspolnotach wokol marki w szkolnictwie wyzszym)," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 14(58), pages 45-60.
    • Handle: RePEc:sgm:pzwzuw:v:14:i:58:y:2016:p:45-60
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    References listed on IDEAS

    as
    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. Gentile, Chiara & Spiller, Nicola & Noci, Giuliano, 2007. "How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer," European Management Journal, Elsevier, vol. 25(5), pages 395-410, October.
    3. James H. McAlexander & Harold F. Koenig & John W. Schouten, 2004. "Building a University Brand Community: The Long-Term Impact of Shared Experiences," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 14(2), pages 61-79, April.
    4. Allen, Robert F. & Shen, Jianshou, 1999. "Some new evidence of the character of competition among higher education institutions," Economics of Education Review, Elsevier, vol. 18(4), pages 465-470, October.
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    6. J. Harry McAlexander & Harold F. Koenig, 2010. "Contextual influences: building brand community in large and small colleges," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 20(1), pages 69-84, June.
    7. Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. "Brand Community," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 412-432, March.
    8. Ledden, Lesley & Kalafatis, Stavros P. & Samouel, Phillip, 2007. "The relationship between personal values and perceived value of education," Journal of Business Research, Elsevier, vol. 60(9), pages 965-974, September.
    9. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    10. Schouten, John W & McAlexander, James H, 1995. "Subcultures of Consumptions: An Ethnography of the New Bikers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(1), pages 43-61, June.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    community; experience; value; higher education;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions

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