Fancy a Cuppa: Online Consumer Co-Creation of the Pg Tea Monkey Brand

As social media websites escalate in popularity, the study of co-creation of brands in online communities is of increasing importance for understanding dynamic consumer loyalty preferences. Early analysis by Armstrong & Hagel (1996 & 1997) and Kozinets (1999), emphasized the growing importance of empirical research that studies the effect of virtual communities on brand equity. Through the analysis of the PG Tea Monkey online community case, this working paper explores why consumers choose to participate in co-creation of brands, how online communities contribute to the spokes-character and parent brand image, and what (if any) influence online brand loyalty has on marketplace purchasing for co-creators.


Kimberly Sugden (2011) ,"Fancy a Cuppa: Online Consumer Co-Creation of the Pg Tea Monkey Brand ", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 595-596.


Kimberly Sugden, University of Oxford, United Kingdom


E - European Advances in Consumer Research Volume 9 | 2011

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