dc.contributorEscolas::EAESP
dc.contributorFGV
dc.creatorRosenthal, Benjamin
dc.creatorBrito, Eliane Pereira Zamith
dc.date.accessioned2018-10-25T18:24:13Z
dc.date.accessioned2022-11-03T20:21:34Z
dc.date.available2018-10-25T18:24:13Z
dc.date.available2022-11-03T20:21:34Z
dc.date.created2018-10-25T18:24:13Z
dc.date.issued2017
dc.identifier0263-4503
dc.identifierhttp://hdl.handle.net/10438/25518
dc.identifier10.1108/MIP-09-2016-0171
dc.identifier2-s2.0-85029885283
dc.identifier.urihttps://repositorioslatinoamericanos.uchile.cl/handle/2250/5036816
dc.description.abstractPurpose: The purpose of this paper is to propose a framework for brand meaning co-creation between brands and fans on Facebook. Design/methodology/approach: A case study methodology was applied. Brand posts in the form of text, pictures, videos and fan comments of three brand pages – Nike Run, Mizuno and Jack Daniel’s – were collected and analyzed in a netnographic manner. Seven influential fans of the Nike Run brand page, who were identified in the data, and one marketing manager of each brand were interviewed. Findings: This paper shows how brand meanings are orchestrated by brand managers and co-created through a process in which the brand leads the dialog through several types of brand actions. It also shows how fans engage in this dialog through multiple forms of reactions. A brand page’s content should be curated by its manager based on the role of the content on fans’ lives and their potential reactions and not merely on the meanings that the brand desires to communicate. Research limitations/implications: This paper proposes a conceptual framework for understanding brand meaning co-creation at the micro-level of brand-fans daily interactions. Nevertheless, this study analyzed only three brand pages in two product categories – alcoholic beverages and running. Therefore, the authors do not claim that one can extrapolate from their findings. Practical implications: The brand meaning co-creation process that is identified here provides a useful frame of reference for brand managers who seek to understand how they can best influence fans to co-create brand meanings in directions that benefit their companies. Originality/value: This paper evolves with the co-creation of brand meanings literature by proposing a framework of brand meaning co-creation on Facebook. This framework can help brand managers to fine tune their content strategy in social media. © 2017, © Emerald Publishing Limited.
dc.languageeng
dc.publisherEmerald Group Publishing Ltd.
dc.relationMarketing Intelligence and Planning
dc.rightsrestrictedAccess
dc.sourceScopus
dc.subjectBrand meaning
dc.subjectBrand page
dc.subjectCo-creation
dc.subjectFacebook
dc.subjectVirtual brand community
dc.titleThe brand meaning co-creation process on Facebook
dc.typeArticle (Journal/Review)


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