Doświadczenia we wspólnotach wokół marki w szkolnictwie wyższym

Abstract

This paper is of theoretical nature and its objective it to present the possibility of application of the concept of brand community based on consumer experiences as enablers of value in higher education. The paper briefly presents the challenges facing the higher education sector as a justification for undertaking innovative actions by organizations operating in this sector. Also, a broader theoretical context is drawn connecting consumer communities with the concept of the experience economy according to which consumer experiences are enablers of value co-created within brand communities.

Keywords

• community
• experience
• value
• higher education