Prosumer Behaviors in Brand Image Creation



I BUSINESS AND NON-PROFIT ORGANIZATIONS AS THE OBJECT OF RESEARCH

$QQD6FKHLEH*

PROSUMER BEHAVIORS IN BRAND IMAGE CREATION

Abstract

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. ,Q OLJKW RI WKH GHYHORSPHQW RI WKH :HE  SURVXPHUV x DFWLYH FRQVXPHUV IXQFWLRQLQJ ERWK DV FRQVXPHUV DQG SDUWO\ DV SURGXFHUV x FDQ KDYH D meaningful influence on the image of brands. Their activities can entail both positive as well as negative effects.

Key words: Prosumer, brand image, social networks, word-of-mouth, co-creation

1. Introduction

,Q WKH SUHVHQW HFRQRPLF UHDOLW\ LQ WKH HUD RI JOREDOL]DWLRQ DQG WKH LQIRUPDWLRQ UHYROXWLRQ D EUDQG UHPDLQV DQ LPSRUWDQW WRRO IRU FRPSHWLQJ ,WV VWUDWHJLFYDOXHLVGHWHUPLQHGE\WKHFXVWRPHUEDVHGEUDQGYDOXHZKLFKLVWKH DELOLW\WRPDNHFKDQJHVLQWKHFXVWRPHUEHKDYLRULQDZD\PRUHIDYRUDEOHIRU WKHFRPSDQ\2QHFRPSRQHQWRIWKLVFDSLWDOLVWKHEUDQGLPDJHXQGHUVWRRGDV DVHWRIEUDQGUHODWHGDVVRFLDWLRQVWKDWZHUHFUHDWHGLQWKHPLQGVRIFRQVXPHUV

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

+HQFH VRPH DFWLYLWLHV SUHYLRXVO\ DWWULEXWHG WR WKH PDQXIDFWXUHU DUH SDVVHGRQWRWKHFRQVXPHUUHVXOWLQJLQWKHPEHLQJDEOHWROLEHUDOO\VKDSHWKH

 YDOXHV RIIHUHG E\ WKH EUDQG 7KHUH DUH QRW PDQ\ VWXGLHV DYDLODEOH FRYHULQJ WKLVSKHQRPHQRQ7KHSXUSRVHRIWKLVSDSHULVWRH[SODLQQRWRQO\ZKDWFDQEH XQGHUVWRRGE\WKLVWHUP,WLVDOVRDQDWWHPSWWRGHWHUPLQHWKHLPSDFWWKDWVXFK DQRSSRUWXQLW\PD\KDYHRQFRQVXPHUV

2. The concept of prosumer

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

$WSUHVHQWKRZHYHUWKLVSKHQRPHQRQLVDVVRFLDWHGPRVWO\LQUHODWLRQWRWKH ,QWHUQHWZKHUHWKHULVHLQSRSXODULW\RI:HEKDVHQFRXUDJHGWKHGHYHORSPHQW RI VXFK VROXWLRQV ,Q FDVHV VXFK DV *RRJOH <RX7XEH 0\6SDFH RU )DFHERRN FUHDWLQJYDOXHLVQRWOLPLWHGWRWKRVHZKRDUHHPSOR\HGE\DFRUSRUDWLRQIRUWKH SURGXFWLRQXSGDWLQJDQGPDLQWHQDQFHRIZHEVLWHVEXWDOVRH[WHQGVWRXVHUVZKR JHWLQYROYHGLQWKHSURGXFWLRQ>)XFKVSS@ ,QVXFKQHWZRUNVPDQ\IRUPVRISUHVXPSWLRQFDQEHGLVWLQJXLVKHG p 3RUWDOVZKHUHFRQWHQWLVFUHDWHGE\FRQVXPHUVDQGVHUYHVWKHH[FKDQJH RINQRZOHGJHVXFKDV:LNLSHGLD p 6RFLDOQHWZRUNVZKRVHPDLQWDVNLVWRSURYLGHFRPPXQLFDWLRQEHWZHHQ XVHUVRIDQHWZRUN)DFHERRN1DV]D.ODVD p %ORJV7ZLWWHUGHVLJQHGWRWUDQVIHULQIRUPDWLRQ p 2QOLQH$XFWLRQV$OOHJURRU(ED\



p 6HUYLFHV VXFK DV <RX 7XEH RU )RWNDSO  IRU SRVWLQJ PLQLPRYLHV RU SKRWRVDQGFRPPHQWLQJRQWKHP

p 2SHQVRXUFH VROXWLRQV DQG VRIWZDUH ZKHUH FRPSXWHU VRIWZDUH LV FUHDWHGGLUHFWO\E\XVHUVDQGPDGHDYDLODEOHWRRWKHUVIUHHRIFKDUJH p 6LWHV WKDW FROOHFW LQIRUPDWLRQ DERXW SODFHV DQG JLYLQJ FRQVXPHUV WKH

DELOLW\WRPDUNDQGVHOHFWORFDODWWUDFWLRQV

p *HRZHEPDSVZKLFKDUHFUHDWHGRUPRGLILHGE\WKHXVHUVWKHPVHOYHV >5LW]HUSS@

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ZKR DUHLQWHUHVWHGLQWHFKQLFDOLQQRYDWLRQVWKHJURXSRILQQRYDWRUVDQGZKRVSHQG PRVW RI WKHLU WLPH RQOLQHo ZKLOH QRW SD\LQJ WRR PXFK DWWHQWLRQ WR JXDUGLQJ WKHLUSHUVRQDOGDWDLQWKHQHWZRUN:KDWFDQEHREVHUYHGDPRQJWKHPDUHDOVR VRPH GLIIHUHQFHV GHSHQGLQJ RQ WKHLU DJH LQ WKH ZD\ RI WKLQNLQJ >3URVXPHU 5HSRUW@&LVFRHVWLPDWHVWKDWWKHQXPEHURISURVXPHUVLQWKH8QLWHG6WDWHV LVDSSUR[LPDWHO\RIWKHJHQHUDOSRSXODWLRQDQGWKHLUQXPEHULVJURZLQJE\ DERXWSHU\HDU>*HUKDUGWS@ 7KHLVVXHDWSUHVHQWLVWRZKDWH[WHQWWKHSURVXPHUVPD\FRQWULEXWHWRWKH FUHDWLRQRIEUDQGVWKHUHDVRQVIRUHQJDJHPHQWDQGLIWKHLUDFWLRQVFDQFRQWULEXWH WRWKHGHVWUXFWLRQRILWVLPDJH 3. Brand image %UDQGLPDJHLVDVHWRIDVVRFLDWLRQVWKDWDUHDUUDQJHGLQDPHDQLQJIXOZD\LQ WKHFXVWRPHUmVPLQG7KHVHDUHDVVRFLDWLRQVFRQQHFWHGZLWKLQIRUPDWLRQDERXWWKH EUDQGDQGH[SHFWDWLRQVIRUSURGXFWVVHUYLFHVRUFRPSDQLHVWKDWSURYLGHWKHP

 7KHUH DUH PDQ\ GLIIHUHQW ZD\V RI JURXSLQJ WKHVH DVVRFLDWLRQV WRJHWKHU ./ .HOOHU GHVFULEHV LPDJH DFFRUGLQJ WR WKH W\SH RI DVVRFLDWLRQV ZKDW WKH EUDQGLVDVVRFLDWHGZLWKIDYRUDELOLW\RIEUDQGDVVRFLDWLRQVSRVLWLYHRUQHJDWLYH HYDOXDWLRQ VWUHQJWK H[SUHVVLYHQHVV RI WKH DVVRFLDWLRQV DQG XQLTXHQHVV TXDOLWLHVWKDWDUHDWWULEXWHGWRDSDUWLFXODUEUDQGDQGWKXVGLVWLQJXLVKLQJLWIURP WKHFRPSHWLWLRQ>.HOOHUSS@%UDQGLPDJHLVSULPDULO\WKHUHVXOWRI PDUNHWLQJ SURJUDPV ZKRVH JRDO LV WKH FUHDWLRQ RI FOHDU SRVLWLYH DQG XQLTXH DVVRFLDWLRQVZLWKWKHEUDQG>.HOOHUS@

 $ EUDQGmV LPDJH LV IRUPHG IURP ERWK IXQFWLRQDO DQG HPRWLRQDO HOHPHQWV DVVRFLDWHG ZLWK D JLYHQ EUDQG >3DODFLR 0HQHVHV 3HUH]  SS @ )XQFWLRQDOIHDWXUHVDUHUHODWHGZLWKSURGXFWVEHDULQJRQHEUDQGDQGDUHWKHEDVLV IRU PDNLQJ D EUDQG V\VWHP >.DSIHUHU  S @ (PRWLRQDO YDOXHV LQIOXHQFH FRQVXPHUVm MXGJPHQWV DQG DUH DVVRFLDWHG ZLWK GLVWLQFW SRVLWLYH IHHOLQJV DQG HPRWLRQVFRQQHFWHGZLWKWKHEUDQG

%UDQG LPDJH LV DQ LPSRUWDQW HOHPHQW LQ WKH EUDQGmV HTXLW\ IRUPLQJ WKH EDVLVIRUJDLQLQJFRPSHWLWLYHDGYDQWDJH,WVUROHLVHPSKDVL]HGLQPDQ\PRGHOV GHSLFWLQJ WKH UXOHV RI FUHDWLQJ FXVWRPHUEDVHG EUDQG HTXLW\ '$ $DNHU OLVWV DVVRFLDWLRQVDVRQHRIWKHSDUWVWKDWFUHDWHEUDQGHTXLW\>$DNHUS@0 'HODPRWWHH[SODLQVWKHVRXUFHVRIEUDQGVWUHQJWK>'HODPRWWHV@ZKLOH ,QWHEUDQGDQDO\]HVWKHH[WHUQDOIDFWRUVDIIHFWLQJEUDQGYDOXH>ZZZ,QWHUEUDQG FRP@./.HOOHUJLYHVWKHGLPHQVLRQVRIEUDQGNQRZOHGJH>.HOOHUS@ DQG-1.DSIHUHUSD\VDWWHQWLRQWRWKHUROHRILPDJHDQGEUDQGDZDUHQHVVLQWKH SHUFHLYHGEUDQGYDOXHFUHDWLRQ>.DSIHUHUS@7KXVFUHDWLQJDSRVLWLYH LPDJH RI WKH EUDQG EHFRPHV WKH EDVLV IRU WKH PDUNHWLQJ VWUDWHJLHV FUHDWLRQ RI PDQ\FRPSDQLHV

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 LH p 3K\VLFDOIHDWXUHVFKDUDFWHULVWLFIRUWKHEUDQGRIWHQDVVRFLDWHGZLWKWKH FKDUDFWHULVWLFVRIVWUDWHJLFSURGXFWVVXFKDV6RQ\:DONPDQ p 3HUVRQDOLW\RIWKHEX\HUDELOLW\WRGHVFULEHWKHEUDQGDVDSHUVRQWKH DVVLJQPHQWRIFHUWDLQTXDOLWLHVRIFKDUDFWHURUDSSHDUDQFH p &XVWRPHULPDJHWKHRSSRUWXQLW\WRH[SUHVVWKHLURZQVHOI p %UDQGFXOWXUHWKHDELOLW\WRDVVLJQVSHFLILFNLQGVRIEHKDYLRUWRWKHXVHU VRWKDWWKHEUDQGEHFRPHVDV\PERORIEHORQJLQJWRDJURXS p 5HIOHFWLRQRIWKHEUDQGDQH[WHQVLRQRILQWHUHVWEH\RQGWKHWDUJHWJURXS p 5HODWLRQVLHUHODWLRQVEHWZHHQSHRSOHDQGHQWLWLHV>.DSIHUHUS@ &RPSDQ\PDQDJHUVVKRXOGVWULYHIRUDEUDQGLGHQWLW\WKHLPDJHWKDWWKH\ ZDQW WR FUHDWH LQ WKH PLQGV RI FRQVXPHUV ZKLFK LV V\QRQ\PRXV ZLWK EUDQG LPDJH DVVRFLDWLRQV DFWXDOO\ LPSULQWHG LQ WKH FRQVXPHUV +RZHYHU VLJQDOV VHQW E\ WKH FRPSDQ\ DUH LQ IDFW GLVWRUWHG E\ H[WHUQDO IDFWRUV ZKLFK FDXVH DGLVFUHSDQF\EHWZHHQWKHLPDJHDQGEUDQGLGHQWLW\)LJ

 )LJXUH%UDQGLGHQWLW\DQGEUDQGLPDJH>.DSIHUHUS@ 6LJQDOVVHQWE\DFRPSDQ\GRQRWMXVWFRQVLVWRIDSURPRWLRQDOPHVVDJHEXW LQFOXGHDOODFWLYLWLHVUHODWHGWRLWVSRVLWLRQLQWKHPDUNHW6RDOOHOHPHQWVRIPL[ PDUNHWLQJDUHWDNHQLQWRDFFRXQWDQGQRWMXVWSURPRWLRQDODFWLYLWLHV 7KHLQWHUIHULQJIDFWRUVKHUHDUHWKHQPDLQO\WKHDFWLRQVRIFRPSHWLWRUVDQG WKHLU FXUUHQW RIIHU RU SURPRWLRQDO DFWLYLWLHV WKDW FDQ FKDQJH WKH PLQGVHW DQG SHUFHSWLRQRIWKHEUDQGE\FRQVXPHUV$QRWKHUGLVWXUELQJIDFWRULVFRQVXPHUVm SUHYLRXVH[SHULHQFHLQGHDOLQJZLWKWKHEUDQGDVDUHVXOWRISUHYLRXVFRQWDFWZLWK DSURGXFWFRPSDQ\HPSOR\HHVRUDQ\RWKHUIRUPRIFRQWDFW$QRWKHUHOHPHQW PD\EHWKHSHUFHSWLRQRIWKHFRPSDQ\PDQDJLQJWKHEUDQGDVVRFLDWLRQZLWK LWV PRGH RI DFWLRQ YDOXHV VFRSH HWF 2WKHU IDFWRUV KDYLQJ LQIOXHQFH PD\ EH FRXQWU\RIRULJLQGLVWULEXWLRQFKDQQHOVRUDSHUVRQSODFHRUHYHQWV

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EXWDOVRRQDnPDQ\WRPDQ\oEDVLV >3UDKDODG5DPDVZDP\SS@ %UDQGLPDJHLVOLQNHGZLWKDVVRFLDWLRQVVWRUHGLQWKHPLQGVRILQGLYLGXDOV ZKLFK PD\ FDXVH VLJQLILFDQW GLIIHUHQFHV LQ WKH ZD\ D EUDQG LV SHUFHLYHG E\ GLIIHUHQW SHRSOH 7KH UHDVRQV IRU VXFK LQGLYLGXDOL]DWLRQV DUH WKH GLIIHUHQFHV LQLQGLYLGXDOVmSHUFHSWLRQDVDUHVXOWRISUHYLRXVSHUVRQDOH[SHULHQFHZLWKWKH

 EUDQGLPDJLQDWLRQSHUVRQDOYDOXHVEHOLHIVDQGDVSLUDWLRQV>'RELQL=LQNKDQ SS@6RFLDOIDFWRUVDOVRKDYHJUHDWLPSDFWRQVKDSLQJWKHLPDJH RIDEUDQG>&RXOWHUäDOWPDQSS@UHQGHULQJWKHLPDJHVXEMHFW WR PRGLILFDWLRQ XQGHU LQIOXHQFH IURP RWKHU SDUWLFLSDQWV LQ WKH FRPPXQLW\ 6XPPLQJXSEUDQGLPDJHLVDIIHFWHGE\DKXJHQXPEHURIIDFWRUVQRWDOORI ZKLFKDFRPSDQ\LVDEOHWRFRQWURO

4. Changes creating a brand

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

2QH VXJJHVWLRQ LV WR HPSKDVL]H WKH FRPSDQ\mV LQYROYHPHQW LQ VRFLDO ZHOIDUH FUHDWLRQ ZKLFK DGGV VSLULWXDO YDOXHV WR WKH YDOXHV RIIHUHG E\ WKH EUDQGLQDGGLWLRQWRWKHHPRWLRQDODQGIXQFWLRQDOYDOXHV>.RWOHU.DUWDMD\D 6HWLDZDQS@

$QRWKHU ZD\ LV WR SODFH WKH HPSKDVLV RQ FUHDWLQJ VWURQJ SDUWQHUVKLS UHODWLRQVKLSVZLWKFRQVXPHUV2QO\VXFKDSSURDFKHVVHHPHIIHFWLYHLQWKHIDFH RIDIOXVWHURILQIRUPDWLRQZKLFKDVDZKROHWHQGVWRVXSSUHVVWKHHIIHFWLYHQHVV RISURPRWLRQDOPHVVDJHV$SDUWQHUVKLSKHUHFDQEHVDLGWREHDQDJUHHPHQW XQGHUZKLFKWZRRUPRUHSDUWLHVGHFLGHRQFROODERUDWLRQWRDFKLHYHDFRPPRQ JRDO ZLWKRXW FUHDWLQJ D KLHUDUFKLFDO UHODWLRQVKLS 7KH WHFKQLTXHV RI FUHDWLQJ UHODWLRQVKLSVDUHUHODWHGWRWKHZKROHIUDPHZRUNRIPDUNHWLQJ

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



UHYROXWLRQLWLVLPSRUWDQWWRWDNHH[FHSWLRQDOFDUHLQPDLQWDLQLQJWKHFRQVLVWHQF\ LQ WKH FRPSDQ\mV PDUNHWLQJ FRPPXQLFDWLRQ VWUDWHJ\ 7KLV UHTXLUHV QRW RQO\ FRQWURO RYHU WKH LQIRUPDWLRQ VHQW E\ WKH FRPSDQ\ EXW DOVR WKH LQIOXHQFH RQ WKHLQIRUPDWLRQWUDQVPLWWHGE\,QWHUQHWXVHUVDOVRRULQRWKHUZRUGVWKHXVH RIYLUDOPDUNHWLQJWHFKQLTXHV7REHFRPHSRZHUIXODEUDQGKDVWREHIDLU DQGnIDLWKIXOoWRWKHYLVLRQDQGYDOXHVLQHYHU\DVSHFWRILWVDFWLYLW\>.RWOHU .DUWDMD\D6HWLDZDQS@

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rosumers in the creation of brand image

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

3URVXPHU EHKDYLRU FDQ KDYH D FOHDU SRVLWLYH LPSDFW RQ EUDQG LPDJH 3RVLWLYH FRQQRWDWLRQV DUH DVVRFLDWHG KHUH EHWZHHQ WKH YDOXHV RIIHUHG ZLWKLQ WKHIUDPHZRUNRISURVXPHUEHKDYLRUV%HORQJLQJWRWKLVJURXSPD\PHDQWKDW EHLQJDEOHWRREWDLQDSURGXFWZKLFKH[DFWO\PDWFKHVWKHQHHGVRIDSURVXPHU 7KLV VROXWLRQ DGGV XQLTXH UDWLRQDO YDOXHV ZKLFK IRUP D SRVLWLYH LPDJH RI D EUDQG,QWKLVFDVHnUHPXQHUDWLRQoIRUZRUNFDUULHGRXWE\SURVXPHUVLQVWHDGRI E\WKHPDQXIDFWXUHUKDVDSOHDVXUDEOHUHVXOWLQWKDWSURGXFWVH[DFWO\PDWFKLQJ WKHLU LQGLYLGXDO QHHGV ZRXOG EHFRPH DYDLODEOH $QRWKHU UHDVRQ LV WKH VRFLDO

 UHFRJQLWLRQ RQ WKH SDUW RI PHPEHUV RI WKH FRPPXQLW\ WR ZKLFK RQH EHORQJV FRPELQHGZLWKDZLOOLQJQHVVWRSUHVHQWWKHPVHOYHVRUWRVKDUHWKHLUNQRZOHGJH DQGLQVLJKWVZLWKWKHFRPPXQLW\3HRSOHGHILQHWKHPVHOYHVWKURXJKWKHSULVP RIFRQQHFWLRQVZLWKVRFLDOJURXSVRURUJDQL]DWLRQV7KLVRIWHQOHDGVFRPPXQLW\ PHPEHUVDVVRFLDWHGZLWKWKHEUDQGWRHQJDJHLQVRFDOOHGFROOHFWLYHEHKDYLRU HJ ULWXDO FUHDWLQJ D VHQVH RI PXWXDO VDWLVIDFWLRQ $W WKH VDPH WLPH WKH\ LQIOXHQFHWKHEUDQGLPDJH>0F$OH[DQGHU6FKRXWHQ.RHQLJSS@ 7KLVZD\RIWKLQNLQJFDQEHGRPLQDQWLQVRFLDOQHWZRUNVLQZKLFKDOOFRQWHQW XVHUSURILOHVLVFUHDWHGE\WKHPDVZHOODVSRUWDOVHQDEOLQJWKHH[FKDQJHRI LQIRUPDWLRQ $QRWKHU H[DPSOH LV WKH FRPPLWPHQW WR VSHFLILF LVVXHV RU FDVHV ORFDO SDWULRWLVP RU HYHQ GHVLUH WR GHIHQG \RXU IDYRULWH EUDQG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qWKH\FDQEHVHUYHGE\SHUVRQQHORU FKRRVHWKHULJKWRIIHURQWKHLURZQ

2IIHULQJ D SRVVLELOLW\ RI SURVXPSWLRQ PD\ FUHDWH D SRVLWLYH EUDQG LPDJH SULPDULO\WKURXJKWKHFUHDWLRQRIWKHXQLTXHQHVVRIWKHEUDQG&XUUHQWO\ZKHQIHZ FRPSDQLHVRIIHUWKHSRVVLELOLW\RIFRFUHDWLRQRIIHULQJVXFKIHDWXUHVFDQOHDGWRWKH IRUPDWLRQRIEHOLHIVDERXWWKHXQLTXHQHVVRIWKHEUDQGDQGLWVLQQRYDWLYHQHVV7KLV IHDWXUHPD\EHSDUWLFXODUO\DSSUHFLDWHGLQWKHUHDOZRUOGZKHUHIHZFRPSDQLHVFDQ RIIHUWKHSRVVLELOLW\RIWKHFRFUHDWLRQRIDQRIIHURUPDVVFXVWRPL]DWLRQ



,QWKHFDVHRISURVXPSWLRQWKHUHLVDOVRWKHLVVXHRIWKHUDQJHRIDFWLYLWLHV WKDW \RX FDQ HQWUXVW WR SURVXPHUV WKH GHVLJQDWLRQ RI VRFDOOHG EUDQG OLPLWV ZKLFKUHVXOWVLQWKHORVVRIFRQWURORYHUWKHEUDQG7KLVTXHVWLRQPD\FRQFHUQIRU H[DPSOHVKDULQJVRPHRIWKHLUYDOXDEOHUHVRXUFHVZLWKWKHPHJNQRZOHGJH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

6. Conclusions

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

 GHILQLQJWKHH[WHQWRIFRQWURORYHUWKHDFWLYLWLHVRIFRQVXPHUVDQGDQVZHULQJWKH TXHVWLRQZKHWKHUVXFKFRQWUROLVQHFHVVDU\DWDOO)LQGLQJWKHDQVZHUVWRWKHVH TXHVWLRQVPD\EHDQLQVSLUDWLRQIRUIXUWKHUUHVHDUFK

References

 $DNHU'The Value of Brand Equityn-RXUQDORI%XVLQHVV6WUDWHJ\o SS

 &RXOWHU 5+ =DOWPDQ * Using The Zaltman Metaphor Elicitation Technique to Understand Brand Images n$GYDQFHV LQ &RQVXPHU 5HVHDUFKoSS

 'HODPRWWH 0 /HV WURLV IDFHWWHV GtXQH PDUTXH n/mš[SDQVLRQ 0DQDJHPHQW5HYLHZo0DUVSS

 'REQL ' =LQNKDQ *0 In Search Of Brand Image: A Foundation Analysisn$GYDQFHVLQ&RQVXPHU5HVHDUFKoSS  )XFKV &K Web 2.0, Prosumtion and surveillance n6XUYHLOODQFH

6RFLHW\oSS

 *HUKDUGW : Prosumers: A New Growth Opportunity &LVFR ,QWHUQHW %XVLQHVV6ROXWLRQV*URXS,%6*0DU]HF

 KWWSZZZLQWHUEUDQGFRPHQEHVWJOREDOEUDQGVEHVWJOREDOEUDQGV PHWKRGRORJ\%UDQG6WUHQJWKDVS[

 +RHIIOHU 6 .HOOHU ./ Building brand equity through corporate societal marketing n -RXUQDO RI 3XEOLF 3ROLF\  0DUNHWLQJo SSq

 -RDFKLPVWKDOHU ( $DNHU ' Building brands without mass media n+DUYDUG%XVLQHVV5HYLHZoSSq

.DSIHUHU-1/HVPDUTXHVFDSLWDOGHOtHQWUHSULVH/HVFKHPLQVGHOD UHFRQTXÌWH/HVšGLWLRQVGm2UJDQLVDWLRQ3DULV

.DSIHUHU-1Strategic Brand Management. Creating and Sustaining Brand Equity Long-Term 6HFRQG (GLWLRQ .RJDQ 3DJH /RQG\Q 'RYHU

.HOOHU ./ Strategic Brand Management: Building, Measuring, and Managing Brand Equity8SSHU6DGGOH5LYHU3UHQWLFH+DOO .HOOHU ./ Conceptualizing, Measuring, and Managing

Customer-Based Brand Equityn-RXUQDORI0DUNHWLQJo-DQXDU\SS .RWOHU3K.DUWDMD\D+6HWLDZDQ,Marketing 3.0 : Dobry produkt?

=DGRZRORQ\NOLHQW"6SHãQLRQ\F]ãRZLHN07%L]QHV:DUV]DZD .RWOHU3KThe prosumer movement : a new challenge for marketers

n$GYDQFHVLQ&RQVXPHU5HVHDUFKoSS

/DNKDQL.5YRQ+LSSHO(How open source software works: "free" user-to-user assistancen5HVHDUFK3ROLF\oSS



 0F$OH[DQGHU-+6FKRXWHQ-.RHQLJ+Building Brand Community n-RXUQDORI0DUNHWLQJo-DQXDU\SSq

3DODFLR $ % 0HQHVHV * 3HUH] 3- The Configuration of the University Image and Its Relationship with the Satisfaction of Students n-RXUQDORI(GXFDWLRQDO$GPLQLVWUDWLRQoSS 3UDKDODG &. 5DPDVZDP\ 9 Co-opting customer experience,

n+DUYDUG%XVLQHVV5HYLHZo-DQXDU\)HEUXDU\SS 3UDKDODG &. 5DPDVZDP\ 9 Co-Creation Experiences: The Next

Practice in Value Creationo-RXUQDORI,QWHUDFWLYH0DUNHWLQJ6XPPHU SS

3URVXPHU 5HSRUW (XUR 56&* :RUOGZLGH   KWWSZZZ SURVXPHUUHSRUWFRPEORJFDWHJRU\WKLVBGLJLWDOBOLIH>GRVWÖS@ 5LW]HU * 3URGXFWLRQ &RQVXPSWLRQ Prosumption: The Nature of

&DSLWDOLVP LQ WKH $JH RI WKH 'LJLWDO u3URVXPHUv  SS  KWWSZZZJHRUJHULW]HUFRPGRFV3URGXFWLRQ&RQVXPSWLRQ 3URVXPSWLRQSGI>GRVWÖS@

7RIIOHU$Trzecia fala3,::DUV]DZD

=ZLFN'%RQVX6.'DUPRG\$Putting Consumers to Work: Co-creation and new marketing govern-mentalityn-RXUQDORI&RQVXPHU &XOWXUHoSS