BazEkon - The Main Library of the Cracow University of Economics

BazEkon home page

Main menu

Scheibe Anna (Adam Mickiewicz University in Poznań, Poland)
Prosumer Behaviors in Brand Image Creating
Business and Non-profit Organizations Facing Increased Competition and Growing Customers' Demands, 2012, vol. 11, s. 34-44, rys., bibliogr. 24 poz.
Wizerunek marki, Serwisy społecznościowe, Prosument
Brand image, Social networking, Prosumer
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)
Full text
  1. Aaker D., The Value of Brand Equity, "Journal of Business Strategy", 13/4, 1992, pp. 27-33.
  2. Coulter R.H., Zaltman, G., Using The Zaltman Metaphor Elicitation Technique to Understand Brand Images. "Advances in Consumer Research", 21(1), 1994, pp. 501-507.
  3. Delamotte M., Les trois facettes d'une marque, "L'Éxpansion Management Review", Mars 1997, pp. 79-85.
  4. Dobni D., Zinkhan G.M., In Search Of Brand Image: A Foundation Analysis, "Advances in Consumer Research", 17, 1990, pp. 110-119.
  5. Fuchs Ch., Web 2.0, Prosumtion and surveillance, "Surveillance & Society", 8(3), 2011, pp. 288-309.
  6. Gerhardt W., Prosumers: A New Growth Opportunity, Cisco Internet Business Solutions Group (IBSG), Marzec 2008.
  8. Hoeffler, S., Keller, K.L., Building brand equity through corporate societal marketing, " Journal of Public Policy & Marketing", 21, 1, 2002, pp. 78-89.
  9. Joachimsthaler E., Aaker, D., Building brands without mass media, "Harvard Business Review", 75/ 1, 1997, pp. 39-50.
  10. Kapferer J.N., Les marques, capital de l'entreprise. Les chemins de la reconquête, Les Éditions d'Organisation, Paris 1995.
  11. Kapferer J.N., Strategic Brand Management. Creating and Sustaining Brand Equity Long-Term, Second Edition, Kogan Page, Londyn Dover 1997.
  12. Keller K.L., Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Upper Saddle River, Prentice Hall, 2003.
  13. Keller K.L., Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, "Journal of Marketing", January 1993, pp. 1-22.,
  14. Kotler Ph., Kartajaya H., Setiawan I., Marketing 3.0 : Dobry produkt? Zadowolony klient? Spełniony człowiek!, MT Biznes, Warszawa 2010.
  15. Kotler Ph., The prosumer movement : a new challenge for marketers, "Advances in Consumer Research", 13, 1986, pp. 510-513.
  16. Lakhani, K. R.,von Hippel, E., How open source software works: "free" user-to-user assistance, " Research Policy", 32(6), 2003, pp. 923-943.
  17. McAlexander J.H., Schouten J., Koenig H., Building Brand Community, " Journal of Marketing", 66, January 2002, pp. 38-54.
  18. Palacio A. B., Meneses G., Perez P.J., The Configuration of the University Image and Its Relationship with the Satisfaction of Students, "Journal of Educational Administration", 40(5), 2002 pp. 486-505.
  19. Prahalad C.K., Ramaswamy V., Co-opting customer experience, "Harvard Business Review", January-February 2000, pp. 100-109.
  20. Prahalad, C.K. Ramaswamy V., Co-Creation Experiences: The Next Practice in Value Creation. "Journal of Interactive Marketing, Summer 2004, pp. 5-14.
  21. Prosumer Report, Euro RSCG Worldwide, 13, 2012, [dostęp 5.05.2012]
  22. Ritzer G. Production, Consumption, Prosumption: The Nature of Capitalism in the Age of the Digital "Prosumer", 2010, pp. 1-31. [dostęp 10.05.2012]
  23. Toffler A., Trzecia fala, PIW, Warszawa 1997.
  24. Zwick, D., Bonsu S. K., Darmody A. Putting Consumers to Work: Cocreation and new marketing govern-mentality, "Journal of Consumer Culture", 8, 2008, pp. 163-196.
Cited by
Share on Facebook Share on Twitter Share on Google+ Share on Pinterest Share on LinkedIn Wyślij znajomemu