Strategic Implications of Consumer-To-Consumer Resource Pooling
Adopting a managerial perspective, we conduct an ethnography to develop insight into the efficacy and benefits of providing contexts for resource pooling amongst consumers. Findings from the craft beer industry reveal benefits in branding and consumer experience.
Alexander Rose and Eric Arnould (2015) ,"Strategic Implications of Consumer-To-Consumer Resource Pooling", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 152-156.
Alexander Rose, University of South Carolina, USA
Eric Arnould, Southern Denmark University, Denmark
NA - Advances in Consumer Research Volume 43 | 2015
Q3. Academic Branding on Social Media: Examining the Influence of Personal Brands on the Professor-Student Relationships
Edita Petrylaite, Northumbria University, UK
Darija Aleksic, University of Ljubljana
Do You Trust the System? Interaction Effect between Perceived Economic Mobility and Socioeconomic Status on Fair Market Ideology and Consumer Responses
Chun-Ming Yang, Ming Chuan University, Taiwan
Chia-Chi Chang, National Chiao Tung University
O4. Will Winning Always Encourage Risk Taking? The Effect of Competition Results and the Closeness of These Results
Beixi Wen, Renmin University of China
En-Chung Chang, Renmin University of China
Chunya Xie, Renmin University of China