Consumer creativity and the world's biggest brand
by Kirk Plangger; Karen Robson
International Journal of Technology Marketing (IJTMKT), Vol. 9, No. 1, 2014

Abstract: There are many ways that consumers can be creative with products and services, however not all creations are made with equal creativity. Fifty-one consumer generated uses for Coca-Cola are evaluated on the two dimensions of creativity: novelty and utility. These dimensions form a four-category typology of consumer creativity: low value uses, marketed uses, unusual uses, and potentially marketed uses. Each of these types presents a unique set of risks and opportunities for brands and firms. Implications for how a firm may respond to these risks and opportunities are discussed.

Online publication date: Wed, 16-Oct-2013

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