When customers create the ad and sell it – a value network approach

@article{Pihl2013WhenCC,
  title={When customers create the ad and sell it – a value network approach},
  author={Christofer Pihl},
  journal={Journal of Global Scholars of Marketing Science},
  year={2013},
  volume={23},
  pages={127 - 143}
}
  • C. Pihl
  • Published 1 March 2013
  • Business
  • Journal of Global Scholars of Marketing Science
Within marketing research, the notion of “vigilante marketers” has been offered to describe consumers' increased participation in the production of marketing messages and processes of value co-creation. Using a value network approach, the purpose of this study is to explain the role of vigilante marketers in their interaction with firms seeking to impose managerial control and influence processes of co-creation of brand values. A netnography of the content produced by 18 market-leading fashion… 
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