Brand Scouting: Co-Creation of Value in the Football Manager Community

This paper enhances our understanding of collective value co-creation in the context of brand-centered communities. Our study is based on a netnographic exploration of the Football Manager (FM) game community. We introduce the concept of brand scouting and describe how it extends and goes beyond current theorizations of value co-creation.


Alexandros Skandalis, John Byrom, and Emma Banister (2015) ,"Brand Scouting: Co-Creation of Value in the Football Manager Community", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 409-414.


Alexandros Skandalis, University of Manchester, UK
John Byrom, University of Manchester, UK
Emma Banister, University of Manchester, UK


NA - Advances in Consumer Research Volume 43 | 2015

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