232
Views
11
CrossRef citations to date
0
Altmetric
Focus Theme Section: ‘Internet Marketing’

Branding 2.0 – Using Web 2.0 Principles to build an Open Source Brand

Pages 117-129 | Published online: 20 May 2008

References

  • Aaker , D. A. 1991 . Managing Brand Equity , New York : The Free Press .
  • Aaker , D. A. and Keller , K. L. 1990 . ‘Consumer Evaluations of Brand Extensions’ . Journal of Marketing , 54 : 27 – 41 . January
  • Abrahamsen , A. G. and Hartmann , B. J. 2006 . “ ‘Online Brand Community in Action. A Constitutive Netnography: Advancing a Wholesome Ethnomethodological Perspective on Brand Community’ ” . Master's thesis, School of Economics and Management, Lund University
  • Best , D. 2006 . Web 2.0. Next Big Thing or Next Big Internet Bubble? , Eindhoven : Technische Universiteit .
  • Bourdieu , P. 1977 . Outline of a Theory of Practice , Cambridge, , UK : Cambridge University Press .
  • Brause , R. , Arlt , B. and Tratar , E. 1999 . “ ‘Project SEMACODE: A Scale‐invariant Object Recognition System for Content–based Queries in Image Databases’ ” . internal report, Fachbereich Informatik, Johann Wolfgang Goethe‐Universitaet, Franfurt am Main
  • Brynjolfsson , E. , Hu , Y. and Smith , M. D. 2003 . ‘Consumer Surplus in the Digital Economy: Estimating the Value of Increased Product Variety at Online Booksellers’ . Management Science , 49 (11) : 1580 – 96 .
  • Cameron, A. (2004) ‘Art and Retail’, New Media Knowledge, Hypermedia Research Centre at the University of Westminster, retrieved on 2 November 2004 from: http://www.nmk.co.uk/article/2004/02/11/art‐and‐retail (http://www.nmk.co.uk/article/2004/02/11/art-and-retail)
  • Cazier , J. A. , Shao , B. B. M. and St Louis , R. D. 2006 . ‘E‐business Differentiation through Value‐based Trust’ . Information & Management , 43 : 718 – 27 .
  • Cheshire , C. and Cook , K. S. 2004 . “ ‘The Emergence of Trust Networks under Uncertainty. Implications for Internet Interactions’ ” . In Analyse & Kritik , Vol. 28 , Stuttgart : Lucius & Lucius .
  • Cook , K. S. and Hardin , R. 2001 . “ ‘Norms of Cooperativeness and Networks of Trust’ ” . In Social Norms , Edited by: Hechter , M and Opp , K. D . 327 – 47 . New York : Russell Sage Foundation .
  • Cova , B. 1997 . ‘Community and Consumption. Towards a Definition of the “Linking Value” of Product or Services’ . European Journal of Marketing , 31 (3/4) : 297 – 316 .
  • Cova , B. and Pace , S. 2006 . ‘Brand Community of Convenience Products: New Forms of Customer Empowerment – The Case ‘myNutella The Community’’ . European Journal of Marketing , 40 (9/10) : 1087 – 105 .
  • Evans , N. 2005 . ‘Size Matters’ . International Journal of Cultural Studies , 8 (2) : 131 – 49 .
  • Fowler , G. 2005 . ‘QR codes: In Japan, Billboards Take Code‐crazy Ads to New Heights’ . Wall Street Journal , October 10
  • Glaser , B. G. and Strauss , A. L. 1967 . The Discovery of Grounded Theory , Chicago, IL : Aldine .
  • Godes , D. , Mayzlin , D. , Chen , Y. , Das , S. , Dellarocas , C. , Pfeiffer , B. , Libai , B. , Sen , S. , Shi , M. and Verlegh , P. 2005 . ‘The Firm's Management of Social Interactions’ . Marketing Letters , 16 (3/4) : 415 – 28 .
  • Goodwin , J. 2003 . Greenback: The Almighty Dollar and the Invention of America , 3 New York : Henry Holt and Co .
  • Hansen , F. A. 2006 . “ ‘Ubiquitous Annotation Systems: Technologies and Challenges’ ” . Proceedings of the Seventeenth Conference on Hypertext and Hypermedia, Odense, Denmark
  • Havlena , W. J. and DeSarbo , W. S. 1991 . ‘On the Measurement of Perceived Consumer Risk’ . Decision Sciences , 22 (4) : 927 – 39 .
  • Hevner , A. R. , March , S. T. , Park , J. and Ram , S. 2004 . ‘Design Science in Information Systems Research’ . MIS Quarterly , 28 (1) : 75 – 105 .
  • Kalakota , R. and Robinson , M. 2001 . E‐Business 2.0: Roadmap for Success , Boston, MA : Addison‐Wesley Pearson Education .
  • Keller , K. L. 1993 . ‘Conceptualizing, Measuring and Managing Customer‐based Brand Equity’ . Journal of Marketing , 57 : 1 – 22 .
  • Kollock , P. 1999 . “ ‘The Economies of Online Cooperation: Gifts and Public Goods in Cyberspace’ ” . In Communities in Cyberspace , Edited by: Kollock , P and Smith , M . 220 – 39 . London : Routledge .
  • Kozinets , R. V. 1997 . ‘I Want to Believe: A Netnography of the X‐philes' Subculture of Consumption’ . Advances in Consumer Research , 24 : 470 – 5 .
  • Kozinets , R. V. 1998 . ‘On Netnography: Initial Reflections on Consumer Research Investigations of Cyberculture’ . Advances in Consumer Research , 25 : 366 – 71 .
  • Kozinets , R. V. 1999 . ‘E‐Tribalized Marketing? The Strategic Implications of Virtual Communities of Consumption’ . European Management Journal , 17 (3) : 252 – 64 .
  • Kozinets , R. V. 2002 . ‘The Field behind the Screen: Using Netnography for Marketing Research in Online Communities’ . Journal of Marketing Research , 39 (1) : 61 – 72 .
  • Lindstrom, M. (2005) ‘Branding 2.0’, AME Info Website, retrieved on 18 September 2005 from: http://www.ameinfo.com/67815.html
  • Maclaran , P. and Catterall , M. 2002 . ‘Researching the Social Web: Marketing Information from Virtual Communities’ . Marketing Intelligence & Planning , 20 (6) : 319 – 26 .
  • Madden , T. J. , Fehle , F. and Fournier , S. 2006 . ‘Brands Matter: An Empirical Demonstration of the Creation of Shareholder Value Through Branding’ . Journal of the Academy of Marketing Science , 34 (2) : 224 – 35 .
  • Maffesoli , M. 1996 . The Time of the Tribes: The Decline of Individualism in Mass Society , Thousand Oaks, CA : Sage .
  • Malone , T. W. , Yates , J. and Benjamin , R. I. 1987 . ‘Electronic Markets and Electronic Hierarchies’ . Communications of the ACM , 30 (6)
  • March , S. T. and Smith , G. 1995 . ‘Design and Natural Science Research on Information Technology’ . Decision Support Systems , 15 (4) : 251 – 66 .
  • Markus , L. M. , Majchrzak , A. and Gasser , L. 2002 . ‘A Design Theory for Systems that Support Emergent Knowledge Processes’ . MIS Quarterly , 26 (3) : 179
  • McCormick , J. and Gage , D. 2002 . ‘Prada – The Science of Desire’ . Baseline Magazine , December : 30 – 61 .
  • McCracken , G. 1989 . ‘Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process’ . Journal of Consumer Research , 16 (3) : 310 – 21 .
  • Moorthy , S. and Ratchford , B. T. 1997 . ‘Consumer Information Search Revisited: Theory and Empirical Analysis’ . Journal of Consumer Research , 23 (4) : 263 – 78 .
  • Muñiz , A. M. and O'Guinn , T. C. 2001 . ‘Brand Community’ . Journal of Consumer Research , 27 : 412 – 32 . March
  • Norton , D. W. 2003 . ‘Toward Meaningful Brand Experiences’ . Design Management Journal , 14 (1) : 18 – 25 .
  • O'Connor , P. J. and Sullivan , G. L. 1995 . ‘Market Segmentation: A Comparison of Benefits/Attributes Desired and Brand Preference’ . Psychology & Marketing , 12 (7) : 613 – 35 .
  • O'Murchu , I. , Zhdanova , A. V. and Breslin , J. G. 2006 . “ ‘Semantic Community Portals’ ” . In Encyclopaedia of Portal Technology and Applications , Edited by: Tatnall , A . London : Idea Group Publishing .
  • O'Reilly, T. (2005) ‘What Is Web 2.0 – Design Patterns and Business Models for the Next Generation of Software’, O'Reilly Media Inc., retrieved on 30 September from: http://www.oreillynet.com/lpt/a/6228
  • Orlikowski , W. J. and Barley , S. R. 2001 . ‘Technology and Institutions: What Can Research on Information Technology and Research on Organizations Learn From Each Other?’ . MIS Quarterly , 25 (2) : 145 – 65 .
  • Pederson , T. 1999 . “ ‘Physical‐virtual Instead of Physical or Virtual – Designing Artefacts for Future Knowledge Work Environments’ ” . In Proceedings of the 8th International Conference on Human‐Computer Interaction , Edited by: Bullinger , H.‐J and Ziegler , J . Vol. 2 , 1070 – 4 . Munich : Lawrence Erlbaum Associates .
  • Pitt , L. F. , Watson , R. T. , Berthon , P. , Wynn , D. and Zinkhan , G. 2006 . ‘The Penguin's Window: Corporate Brands from an Open‐source Perspective’ . Journal of the Academy of Marketing Science , 34 (Spring) : 115 – 27 .
  • Sandlin , J. A. 2006 . ‘Netnography as a Consumer Education Research Tool’ . International Journal of Consumer Studies , Journal Compilation : 288 – 94 .
  • Schouten , J. W. and McAlexander , J. 1995 . ‘Subcultures of Consumption: An Ethnography of the New Bikers’ . Journal of Consumer Research , 22 (June) : 43 – 61 .
  • Shields , R. 1996 . “ ‘Foreword’ in M. Maffesoli ” . In Time of the Tribes: The Decline of Individualism in Mass Society , 3 – 18 . Thousand Oaks, CA : Sage Publications .
  • Simon , C. J. and Sullivan , M. W. 1993 . ‘The Measurement and Determinants of Brand Equity: A Financial Approach’ . Marketing Science , 12 (1) : 28 – 52 .
  • Sinha , D. and Tripathi , R. C. 1994 . “ ‘Individualism in a Collectivistic Culture: A Case of Coexistence of Opposites’ ” . In Individualism and Collectivism: Theory, Method and Applications , Edited by: Kim , U . 123 – 36 . Thousand Oaks, CA : Sage Publications .
  • Triandis , H. C. 1989 . ‘The Self and Social Behavior in Differing Cultural Contexts’ . Psychological Review , 96 (July) : 506 – 20 .
  • Triandis , H. C. 1994 . “ ‘Theoretical and Methodological Approaches to the Study of Collectivism and Individualism’ ” . In Individualism and Collectivism: Theory, Method, and Applications , Edited by: Kim , U . 41 – 51 . Thousand Oaks, CA : Sage Publications .
  • Turner , G. 2004 . Understanding Celebrity , London : Sage Publications .
  • Turner , G. 2006 . ‘The Mass Production of Celebrity. “Celetoids”, Reality TV and the “Demotic Turn”’ . International Journal of Cultural Studies , 9 (2) : 153 – 65 .
  • Yamagishi , T. and Matsuda , M. 2003 . “ ‘The Role of Reputation in Open and Closed Societies: An Experimental Study of Online Trading’ ” . In Working Paper Series , Vol. 8 , Japan : Center for the Study of Cultural and Ecological Foundations of Mind . Hokkaido University
  • Young , G. 2004 . ‘From Broadcasting to Narrowcasting to “Mycasting”: A Newfound Celebrity in Queer Internet Communities’ . Continuum: Journal of Media & Cultural Studies , 18 (1) : 43 – 62 .
  • Ziegler , C.‐N. and Lausen , G. ‘Analyzing Correlation Between Trust and User Similarity in Online Communities’ . Proceedings of the 2nd International Conference on Trust Management . St. Anne's College, Oxford.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.