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

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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.

Item Type:
Journal Article
Journal or Publication Title:
Advances in Consumer Research
ID Code:
85540
Deposited By:
Deposited On:
16 Mar 2017 04:51
Refereed?:
Yes
Published?:
Published
Last Modified:
11 Sep 2020 03:31