Creating a brand community at the bottom of the pyramid: the case of a Cameroonian music platform
| العنوان: | Creating a brand community at the bottom of the pyramid: the case of a Cameroonian music platform |
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| المؤلفون: | Anicet Nemani, Bernard Cova, Franck Bares |
| المساهمون: | Kedge Business School (Kedge BS) |
| المصدر: | Journal of Marketing Management Journal of Marketing Management, 2021, ⟨10.1080/0267257X.2021.1912143⟩ |
| بيانات النشر: | Informa UK Limited, 2021. |
| سنة النشر: | 2021 |
| مصطلحات موضوعية: | Marketing, Brand community, Bottom of the pyramid, Strategy and Management, Phenomenon, Brand community Cameroon music online communities volunteering, 0502 economics and business, 05 social sciences, 050211 marketing, Advertising, Sociology, 050203 business & management, [SHS]Humanities and Social Sciences |
| الوصف: | International audience; The phenomenon of brand communities has been well documentedby researchers during the last two decades; however, little attentionhas been paid to the phase during which brand communities firstemerge. Facilitating this emergence is particularly crucial for businessesoperating in countries or regions in which large segments ofthe consumer population live at the bottom of the pyramid (BoP). Buthow can a brand community be generated in a BoP context? Andhow can organisations mobilise people living at the BoP to participatein creating and maintaining a brand community? To respond tothese questions, we study the case of a Cameroonian music platformcreated in 2015 that was quickly able to mobilise Cameroonian musicfans to spread its reputation by word of mouth and to producecontent. Our case study shows that to create a brand community,startups should follow three precise steps. |
| تدمد: | 1472-1376 0267-257X |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=doi_dedup___::d314b21c7cf79c8bccf8b078789962ae https://doi.org/10.1080/0267257x.2021.1912143 |
| رقم الأكسشن: | edsair.doi.dedup.....d314b21c7cf79c8bccf8b078789962ae |
| قاعدة البيانات: | OpenAIRE |
PDF full text from Publisher | تدمد: | 14721376 0267257X |
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