Facilitating collective brand engagement and collaborative production through cultural marketing

Gabriela Head, Hope Jensen Schau, Katherine Thompson

Research output: Chapter in Book/Report/Conference proceedingChapter

2 Scopus citations
Original languageEnglish (US)
Title of host publicationMarketing Management
Subtitle of host publicationA Cultural Perspective
PublisherTaylor and Francis
Pages194-211
Number of pages18
ISBN (Print)9780203357262
DOIs
StatePublished - Dec 1 2013

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