Title: Consumer creativity and the world's biggest brand

Authors: Kirk Plangger; Karen Robson

Addresses: Department of Management, King's College London, University of London, Franklin-Wilkins Building, 150 Stamford Street, London SE1 9NN, UK ' Beedie School of Business, 500 Granville St., Vancouver, BC, V6C 1X6, Canada

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.

Keywords: creative consumers; consumer creativity; creativity continuum; novelty; utility; consumer-generated product uses; Coca-Cola; brand risks; brand opportunities.

DOI: 10.1504/IJTMKT.2014.058081

International Journal of Technology Marketing, 2014 Vol.9 No.1, pp.21 - 32

Available online: 16 Oct 2013 *

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