Healy, Jason C.; McDonagh, Pierre - In: Journal of Business Research 66 (2013) 9, pp. 1528-1540
Using a Netnographic Grounded Theory approach to an online fan forum, a Virtual Community (VC), this article considers brand culture and value co-creation. The research site is a VC containing football fans who are viewed as stakeholders of the organisation Liverpool Football Club. Following a...