Piled Higher and Deeper: Insights Into "The Phd Comics" As a Co-Creative Consumption Experience
The Piled Higher and Deeper comic strips appeal to a very distinct brand community that is narrowly defined by common shared experiences as postgraduate researchers. This netnographic study explores whether, to what extent and how members of Piled Higher and Deeper brand community are getting actively involved in co-creation activities.
Markus Wohlfeil and Mar Solé (2013) ,"Piled Higher and Deeper: Insights Into "The Phd Comics" As a Co-Creative Consumption Experience", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 345-345.
Markus Wohlfeil, Norwich Business School, University of East Anglia, UK
Mar Solé, Copenhagen Business School, Denmark
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