Facilitating collective brand engagement and collaborative production through cultural marketing

Gabriela Head, Hope J Schau, Katherine Thompson

Research output: Chapter in Book/Report/Conference proceedingChapter

2 Citations (Scopus)
Original languageEnglish (US)
Title of host publicationMarketing Management: A Cultural Perspective
PublisherTaylor and Francis
Pages194-211
Number of pages18
ISBN (Print)9780203357262
DOIs
StatePublished - 2013

Fingerprint

Brand meaning
User-generated content
Marketing
Brand community

Keywords

  • Behavioral templates
  • Brand communities
  • Brand loyalists
  • Brand meaning
  • Collective consumption
  • Collective engagement
  • Consumer collaboration
  • Consumer engagement
  • Consumer-generated content
  • Cult of the author
  • Fan-art
  • Fan-fiction
  • Fansites
  • User-generated content

ASJC Scopus subject areas

  • Business, Management and Accounting(all)
  • Economics, Econometrics and Finance(all)

Cite this

Head, G., Schau, H. J., & Thompson, K. (2013). Facilitating collective brand engagement and collaborative production through cultural marketing. In Marketing Management: A Cultural Perspective (pp. 194-211). Taylor and Francis. https://doi.org/10.4324/9780203357262

Facilitating collective brand engagement and collaborative production through cultural marketing. / Head, Gabriela; Schau, Hope J; Thompson, Katherine.

Marketing Management: A Cultural Perspective. Taylor and Francis, 2013. p. 194-211.

Research output: Chapter in Book/Report/Conference proceedingChapter

Head, G, Schau, HJ & Thompson, K 2013, Facilitating collective brand engagement and collaborative production through cultural marketing. in Marketing Management: A Cultural Perspective. Taylor and Francis, pp. 194-211. https://doi.org/10.4324/9780203357262
Head G, Schau HJ, Thompson K. Facilitating collective brand engagement and collaborative production through cultural marketing. In Marketing Management: A Cultural Perspective. Taylor and Francis. 2013. p. 194-211 https://doi.org/10.4324/9780203357262
Head, Gabriela ; Schau, Hope J ; Thompson, Katherine. / Facilitating collective brand engagement and collaborative production through cultural marketing. Marketing Management: A Cultural Perspective. Taylor and Francis, 2013. pp. 194-211
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