... for the brand (Stokburger-Sauer, 2010). Brand communities do not emerge only in psychical environment, but also in online environment, as Web 2.0 tools make it easier for people to gather around a brand. Information and communication technologies that improved collaterally function as platforms that enable...

... valuable insight to the limits and conditions in which co-creation will occur. Experimental design Web 2.0 Brand co-creation Brand perception Millennial consumer Web 2.0, defined as the virtual platforms where consumers and brands engage and create value, is shifting power from brands...

... Publishing Limited 2013 Content strategy Customer engagement Brand community Social media Higher education institutions Corporate branding Web 2.0 Social networking websites Community management Brands Higher education India The concept of brand community (BC) conceptualized...