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Author
Scheibe Anna (Adam Mickiewicz University in Poznań, Poland)
Title
Prosumer Behaviors in Brand Image Creating
Source
Business and Non-profit Organizations Facing Increased Competition and Growing Customers' Demands, 2012, vol. 11, s. 34-44, rys., bibliogr. 24 poz.
Keyword
Wizerunek marki, Serwisy społecznościowe, Prosument
Brand image, Social networking, Prosumer
Note
summ.
Abstract
A brand remains a considerable source of the competitive advantage. One of the elements contributing to its power is image. The information revolution and globalization make it necessary to search for new means of differentiating brands. One of them is engaging consumers in the brand creation process. In light of the development of the Web 2.0, prosumers - active consumers functioning both as consumers and partly as producers - can have a meaningful influence on the image of brands. Their activities can entail both positive as well as negative effects. (original abstract)
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Bibliography
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ISSN
2543-540X
Language
eng
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