Co-Creation Through Fear, Faith and Desire

While prior research began to understand how consumers perform active roles in production and value creation in brand culture, questions still remain on how consumers can acquire and achieve a brand co-creation successfully in the marketplace. Through the concepts of working consumers, brand culture and spirituality, we employ netnography to explore consumers in an online community called - one of the largest online Buddhist communities including a forum on spirituality and sharing amulet information. The findings reveal that consumers can take a role of brand creators through sharing, giving, and sacrificing their own spiritual experiences. This study contributes to consumer research by proposing a framework of how brand can generate ‘faith’ to eliminate ‘fear’, and can fulfill ‘desire’ in consumer consumption.


Siwarit Pongsakornrungsilp, Theeranuch Pusaksrikit, and Jonathan Schroeder (2011) ,"Co-Creation Through Fear, Faith and Desire", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 333-340.


Siwarit Pongsakornrungsilp, University of Exeter, UK
Theeranuch Pusaksrikit, University of the Thai Chamber of Commerce, Thailand
Jonathan Schroeder, University of Exeter, UK


E - European Advances in Consumer Research Volume 9 | 2011

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