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 Palungjit.com - 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.



Citation:

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.

Authors

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



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

Surprise! The Positive Impact of Uncertainty on the Evaluation of Experiential Purchases

Iñigo Gallo, IESE Business School
LILY JAMPOL, Queen Mary University of London
Alberto Rampullo, IESE Business School
Thomas Gilovich, Cornell University, USA

Read More

Featured

Snack Portion Size Choice, Expectations and Actual Experiences in Children: The Interplay of Healthiness, Hunger, and Sensory Food Imagery

Pierre Chandon, INSEAD, France
Celia Hachefa, System U
Yann Cornil, University of British Columbia, Canada
Sophie Nicklaus, Université Bourgogne Franche-Comté
Camille Schwartz, Université Bourgogne Franche-Comté
Christine Lange, Université Bourgogne Franche-Comté

Read More

Featured

Believing in and Reacting to Rumors: The Role of Congruity and Nature of Existing Predisposition

Satadruta Mookherjee, SUNY Binghamton, USA
Subimal Chatterjee, SUNY Binghamton, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.