Essays about: "Julian Prell"

Found 1 essay containing the words Julian Prell.

  1. 1. Social Open Innovation in Online Brand Communities with Particular Regard to the Social Exchange Theory and Brand Management

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Reiner Joachim Schleich; Julian Prell; [2015]
    Keywords : Online Brand Communities; Social Exchange Theory; LEGO Ideas; Social Open Innovation; Open Innovation; Brand Management; Social Media; Business and Economics;

    Abstract : The purpose of this study is to explore the role of brand management, specifically the user-brand relationship in online brand communities for innovation purposes by conceptualizing brand requirements which can be derived from users’ perceptions and expectations. Hereby the authors apply the Social Exchange Theory which helps to understand what a brand needs and how a brand can support innovation through online brand communities. READ MORE