Negative brand meaning co‐creation in social media brand communities: A laddering approach using NVivo

Social media brand communities (SMBCs) have been heralded for their co-creative, participatory potential whereby consumers actively contribute to the proliferation of meaningful brand avenues in a virtuously circular relationship with brands. Elevated loyalty and enhanced brand equity have been posi...

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Bibliographic Details
Published in:Psychology & marketing 2019-12, Vol.36 (12), p.1249-1266
Main Author: Rossolatos, George
Format: Article
Language:English
Subjects:
brand communities
brand meaning co‐creation
laddering technique
NVivo
social media
Social networks
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