Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/230154
Authors: 
Rossolatos, George
Year of Publication: 
2019
Citation: 
[Journal:] Psychology & Marketing [ISSN:] 1520-6793 [Volume:] 36 [Issue:] 12 [Pages:] 1249-1266
Abstract: 
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 posited repeatedly as likely outcomes of a positively engaged community of brand aficionados. However, evidence to the contrary as negative brand co‐creation or brand co‐destruction has been progressively piling up in the extant literature. This paper contributes to the meaning co‐creation in SMBCs literature primarily on two grounds: first, by offering a methodological framework for adapting the laddering research technique in a mixed methods vein to SMBCs data in a thread‐specific context, by leveraging the analytical capabilities of NVivo CAQDAS software; second, by addressing bottlenecks in the applicability of the proposed methodology in light of negative brand co‐creation.
Subjects: 
brand communities
brand meaning co‐creation
laddering technique
NVivo
social media
Persistent Identifier of the first edition: 
Creative Commons License: 
http://creativecommons.org/licenses/by/4.0/
Document Type: 
Article
Document Version: 
Published Version

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