Prosumer Behaviors in Brand Image Creation
Ładowanie...
Data
2012
Autorzy
Tytuł czasopisma
ISSN czasopisma
Tytuł tomu
Wydawca
Wyższa Szkoła Biznesu - National-Louis University in Nowy Sącz
Abstrakt
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.
Opis
Słowa kluczowe
prosumer, brand image, social networks, word-of-mouth, cocreation
Cytowanie
Business and Non-Profit Organizations Facing Increase Competition and Growing Customers' Demands. Ed. by A. Nalepka, A. Ujwary-Gil. Nowy Sącz : WSB-NLU, cop. 2012. – S. 34-44