Consumer creativity and the world's biggest brand. (1st January 2014)

• Record Type: Journal Article
• Authors: Plangger, Kirk; Robson, Karen
• Is Part Of: International journal of technology marketing. Volume 9:Number 1(2014)
• Page Start: 21
• Page End: 32
• Publication Date: 2014-01-01
• Subjects: creative consumers -- consumer creativity -- creativity continuum -- novelty -- utility -- consumer-generated product uses -- Coca-Cola; Technology -- Marketing -- Periodicals; 338.476
• Languages: English
• ISSNs: 1741-878X

Abstract

There are many ways that consumers can be creative with products and services, however not all creations are made with equal creativity. Fifty-one consumer generated uses for Coca-Cola are evaluated on the two dimensions of creativity: novelty and utility. These dimensions form a four-category typology of consumer creativity: low value uses, marketed uses, unusual uses, and potentially marketed uses. Each of these types presents a unique set of risks and opportunities for brands and firms. Implications for how a firm may respond to these risks and opportunities are discussed.