Social Open Innovation in Online Brand Communities with Particular Regard to the Social Exchange Theory and Brand Management
(2015) BUSN39 20151Department 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.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/7439529
- author
- Schleich, Reiner Joachim LU and Prell, Julian LU
- supervisor
- organization
- course
- BUSN39 20151
- year
- 2015
- 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}}, 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}}, }