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Collective Value Creation and Empowerment in an Online Brand Community: A Netnographic Study on LEGO Builders

2012; Carleton University; Volume: 2; Issue: 6 Linguagem: Inglês

10.22215/timreview/563

1927-0321

Hanna Kurikko, Pekka Tuominen,

Service and Product Innovation

IntroductionA brand community can be formed by any group of people who share a common interest in a specific brand and who create a parallel social universe rife with its own myths, values, rituals, vocabulary, and hierarchy (Muniz and O’Guinn, 2001; Cova and Pace, 2006). Brand communities become more than a place.