...Georgia-Zozeta Miliopoulou Purpose This paper aims to examine brand-generated communities from the community managers’ point of view and investigate how social media influences managerial perceptions, attitudes and practises around brand communities. Design/methodology/approach The literature...

...Elizabeth Mamali; Peter Nuttall Purpose Focusing on a community organisation, the purpose of this paper is to unravel the process through which infringing contested practices that threaten or compromise the community’s sense of distinction are transformed into acceptable symbolic markers...

...Per Skålén; Stefano Pace; Bernard Cova Purpose – The purpose of this paper is to contribute knowledge regarding the nature of successful and unsuccessful value co-creation processes between firms and brand communities and the strategies used to address the latter. Design/methodology/approach...

...Christina Goulding; Avi Shankar; Robin Canniford Purpose Studies of marketplace cultures emphasize the benefits of communal consumption and explain the ways that brand managers can leverage subcultures and brand communities. The ephemeral and often non‐commercial nature of consumer tribes means...

...Sridhar Samu; Preeti Krishnan Lyndem; Reginald A. Litz Purpose Retailer brand communities exist between a franchisor brand and individual retailers, with retailer‐based brand equity and brand‐building activities being key drivers of their success. This paper aims to introduce retailer‐based brand...

... communities (Lang, 1994). © Emerald Group Publishing Limited 2004 While it is beyond the remit of this paper to revisit this debate, this research is concerned with a specific (and neglected) form of retail provision that has become established in areas of social inequality. The concept...