Brand Scouting: Co-Creation of Value in the Football Manager Community

Alexandros Skandalis, University of Manchester, UK
John Byrom, University of Manchester, UK
Emma Banister, University of Manchester, UK
This paper enhances our understanding of collective value co-creation in the context of brand-centered communities. Our study is based on a netnographic exploration of the Football Manager (FM) game community. We introduce the concept of brand scouting and describe how it extends and goes beyond current theorizations of value co-creation.
[ to cite ]:
Alexandros Skandalis, John Byrom, and Emma Banister (2015) ,"Brand Scouting: Co-Creation of Value in the Football Manager Community", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 409-414.