This paper reveals the processes by which food is used to express resistance to the
mainstream and perform identity work within the hipster community of consumption. Based …

My aim in this paper is to think through a number of issues concerning the relationship
between postfeminist/neoliberal brand culture, celebrity femininity and commodified …

Purpose This paper aims to address the emerging post-millennium trends in co-creational
marketing, in the context of how these trends apply to the recorded and live sectors of the …

This study addresses a specific challenge of non-utilized benefits from the potential of
networked structures, design, and technological solutions in collaboration platforms as a …

It has been argued that users can create innovations and also diffuse them peer-to-peer
independent of support or involvement by producers: that “user-only” innovation systems …

Background Online communities for patients with chronic conditions are becoming
healthcare providers. They gather to offer support and services, and to become a collective …

Purpose–The paper aims to outline the managerial challenges faced by the organizations
interested in leveraging knowledge and creative talent embedded in online customers' …

Marketing and consumer research literatures have been enriched through a growing interest
of academics and practitioners for poverty research, which have mostly focused on …

The role of consumers in value creation across the value chain has increased and has
become vital in recent times. Engaging consumers to co-create value has been largely …

The purpose of this dissertation is to demonstrate how individual consumers negotiate in the
collective community in order to co-create value. By making use of the concepts of …