Blurred Boundaries Between Consumers and Producers Inside Brand Communities: About Some Negative Outcomes

Bernard Cova, Euromed Management Marseille, France
Pascale Ezan, Université de Rouen, France
The paper analyses the erasure of boundaries between consumers and producers within a brand community. An ethnographic approach has been developed within a community of Warhammer fans. The results highlight the negative consequences of the confusion of roles. The porosity featured here is not without risks for employees who overwork to respond to requests from consumer-fans. It also creates a situation where consumers, construed as partners of the company, feel to be exploited in two ways, since they are ready to pay for their cult brands’ products without receiving anything in return for all what they produce.
[ to cite ]:
Bernard Cova and Pascale Ezan (2010) ,"Blurred Boundaries Between Consumers and Producers Inside Brand Communities: About Some Negative Outcomes", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 684-685 .