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| Author: | Cova, B. Pace, S. |
| Title: | Brand community of convenience products: new forms of customer empowerment - the case 'my Nutella The Community' |
| Journal: | European Journal of Marketing
2006 : VOL. 40:9/10, p.1087-1105 |
| Index terms: | brands consumption virtual organizations empowerment |
| Freeterms: | Internet |
| Language: | eng |
| Abstract: | The aim of this study is to examine the power that a virtual brand community exerts over a brand of mass-marketed convenience product. The study applied multiple methods and was conducted through interviews, netnography and document analysis. |
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