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Social Open Innovation in Online Brand Communities with Particular Regard to the Social Exchange Theory and Brand Management

Schleich, Reiner Joachim LU and Prell, Julian LU (2015) BUSN39 20151
Department of Business Administration
Abstract
The purpose of this study is to explore the role of brand management, specifically the user-brand relationship in online brand communities for innovation purposes by conceptualizing brand requirements which can be derived from users’ perceptions and expectations. Hereby the authors apply the Social Exchange Theory which helps to understand what a brand needs and how a brand can support innovation through online brand communities.
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author
Schleich, Reiner Joachim LU and Prell, Julian LU
supervisor
organization
course
BUSN39 20151
year
type
H1 - Master's Degree (One Year)
subject
keywords
Online Brand Communities, Social Exchange Theory, LEGO Ideas, Social Open Innovation, Open Innovation, Brand Management, Social Media
language
English
id
7439529
date added to LUP
2015-06-26 16:31:39
date last changed
2015-06-26 16:31:39
@misc{7439529,
  abstract     = {The purpose of this study is to explore the role of brand management, specifically the user-brand relationship in online brand communities for innovation purposes by conceptualizing brand requirements which can be derived from users’ perceptions and expectations. Hereby the authors apply the Social Exchange Theory which helps to understand what a brand needs and how a brand can support innovation through online brand communities.},
  author       = {Schleich, Reiner Joachim and Prell, Julian},
  keyword      = {Online Brand Communities,Social Exchange Theory,LEGO Ideas,Social Open Innovation,Open Innovation,Brand Management,Social Media},
  language     = {eng},
  note         = {Student Paper},
  title        = {Social Open Innovation in Online Brand Communities with Particular Regard to the Social Exchange Theory and Brand Management},
  year         = {2015},
}