Studies of consumer coping particularly in cases of brand transgressions have predominantly adopted an individualistic approach to coping, or have treated communities as coping resources for individual consumers. This study is the first study to truly look at brand communities’ collective coping endeavors. We also offer managerial implications by questioning the overtly positive tone of brand co-creation literature and underline potential threats to marketers when consumers decide to use their co-creative practices to punish the marketer.
Weijo, H. and Rintamäki, J. (2014), "Hold the Line! Exploring the Brand Community Coping Process", Consumer Culture Theory (Research in Consumer Behavior, Vol. 16), Emerald Group Publishing Limited, pp. 115-131. https://doi.org/10.1108/S0885-211120140000016006Download as .RIS
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