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EnglishWe propose a framework that views customers as organizational participants who contribute to organizations through membership in brand communities. Using the situated cognition perspective, we explore the sense-making related to the community participation of 174 members of the Ducati motorcycle community. Our findings provide a clearer explanation of the customers’ organizational participation and offer a more open and fine-grained conceptualization of the customers’ relationship to the company.
| Titolo: | Customers participate in the organization through membership in customer communities: a situated cognition analysis |
| Autore/i: | MORANDIN, GABRIELE; BERGAMI, MASSIMO; MONTI, ALBERTO |
| Autore/i Unibo: | |
| Anno: | 2010 |
| Abstract: | We propose a framework that views customers as organizational participants who contribute to organizations through membership in brand communities. Using the situated cognition perspective, we explore the sense-making related to the community participation of 174 members of the Ducati motorcycle community. Our findings provide a clearer explanation of the customers’ organizational participation and offer a more open and fine-grained conceptualization of the customers’ relationship to the company. |
| Data prodotto definitivo in UGOV: | 12-mag-2010 |
| Appare nelle tipologie: | 4.02 Riassunto (Abstract) |
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