Brand scouting : co-creation of value in the Football Manager community

Skandalis, Alexandros and Byrom, John and Banister, Emma (2015) Brand scouting : co-creation of value in the Football Manager community. Advances in Consumer Research, 43. pp. 409-411. ISSN 0915-5524

Abstract

This paper enhances our understanding of collective value co-creation in the context of brand-centered communities. Our study is based on a netnographic exploration of the Football Manager (FM) game community. We introduce the concept of brand scouting and describe how it extends and goes beyond current theorizations of value co-creation.