Brand scouting:co-creation of value in the Football Manager community
2015; Volume: 43; Linguagem: Inglês
ISSN
0098-9258
AutoresAlexandros Skandalis, John Byrom, Emma Banister,
Tópico(s)Digital Games and Media
ResumoThis paper enhances our understanding of collective value co-creation in the context of brand-centered communities. Our study is based on a netnographic exploration of the Football Manager (FM) game community. We introduce the concept of brand scouting and describe how it extends and goes beyond current theorizations of value co-creation.
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