Title: The influence of brand community on co-creation: a cross national study of the brand AXE in France and Tunisia

Authors: Héla Benmiled-Cherif; Hans Ruediger Kaufmann; Agapi Manarioti

Addresses: Research Center PRISM, University of Paris 1 Pantheon Sorbonne, 1, Rue Victor Cousin, 75005, Paris, France ' School of Business, University of Nicosia, 46, Makedonitissas Ave., 1700 Nicosia, Cyprus ' School of Business, University of Nicosia, 46, Makedonitissas Ave., 1700 Nicosia, Cyprus

Abstract: In the academic stream of consumer-brand relationship, co-creation is an emerging, dynamic concept that proposes a new, active and integrative role of consumers in the brand building process. Brand communities on social networks such as Facebook are in the focus of the study. This article proposes a new typology of co-creation (minor or major) on two criteria: the interaction and duration (on a short/long period). The findings are derived from an extended study of the brand Axe in a transnational context (France and Tunisia) having applied a netnography approach. Based on the conclusions of the study, a new relation between long term co-creation and brand love is suggested to be validated in future research. Managerial implications are provided.

Keywords: co-creation; brand communities; brand love; netnography; Facebook; social media; AXE; Tunisia; France; consumer involvement; brand building; social networks.

DOI: 10.1504/WREMSD.2016.074971

World Review of Entrepreneurship, Management and Sustainable Development, 2016 Vol.12 No.2/3, pp.285 - 299

Received: 11 Apr 2015
Accepted: 11 Apr 2015
Published online: 28 Feb 2016 *

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