With the burgeoning movement supporting customer empowerment and creativity in today’s marketing arena, brand communities are just one of the consumer collectives that were developed in response to this call. The primary focus of this study is of the brand community’s function as a newfound channel for knowledge sharing among brand community members and the brand company. The adoption of social exchange ideas as related to the sharing of intangibles such as information and knowledge was undertaken in this study, which has further examined brand community members’ fairness perceptions as affecting their behavioral intentions and knowledge sharing behavior. Through a survey among 200 Lomography community members, three major findings were obtained. First, it was revealed that a strong social identification encourages members to participate in social exchange relationships. Second, Social Identity and Social Exchange both yielded robust results in confirming a relationship in the determination to share knowledge and adopt community participatory behaviors. Third, Social Capital dimensions were also proven to have a moderating effect on the determinants of Social Identity. Wholly, this study is significant because it proves that fairness perceptions serve a crucial role in providing incentives and motivation for Lomography community members to partake in knowledge exchanges.

Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press

Abbott, A. (1988). The system of professions: An essay on the division of expert labor. Chicago: University of Chicago Press

Abrams, L. C., Cross, R., Lesser, E., & Levin, D. Z. (2003). Nurturing interpersonal trust in knowledge-sharing networks. The Academy of Management Executive 17(4), 64-77.

Adams, J. S. (1965). Inequity in social exchange. Advances in Experimental Social Psychology, 2(267-299).

Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19-34.

Arce, W. F., & Poblador, N. S. (1977). Formal organizations in the Philippines: Motivation, behavior, structure and change. Philippine Studies, 45, 5-29.

Ashforth, B. E., & Mael, F. (1989). Social identity theory and the organization. The Academy of Management Review, 14(1), 20-39.

Auh, S., Bell, S. J., McLeod, C. S., & Shih, E. (2007). Co-production and customer loyalty in financial services. Journal of Retailing, 83(3), 359-370.

Bagozzi, R. P., & Dholakia, U. M. (2002). Intentional social action in virtual communities. Journal of Direct Marketing, 16(2), 2-21.

Bagozzi, R. P., & Dholakia, U. M. (2006a). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45-61.

Bagozzi, R. P., & Dholakia, U. M. (2006b). Open source software user Communities: a study of participation in linux user groups. Management Science, 52(7), 1099.

Bagozzi, R. P., & Lee, K. H. (2002). Multiple routes for social Influence: the role of compliance, internalization, and social identity. Social Psychology Quarterly, 226-247.

Bartol, K. M., & Srivastava, A. (2002). Encouraging knowledge sharing: The role of organizational reward systems. Journal of Leadership & Organizational Studies, 9(1), 64-76.

Bender, T. (1978). Community and social change in america. Baltimore: The Johns Hopkins University Press.

Bergami, M., & Bagozzi, R. P. (2000). Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 555-577.

Berthon, P., & Hulbert, J. M. (2003). Marketing in metamorphosis: Breaking boundaries. Business Horizons, 46(3), 31-40.

Bettencourt, L. A., Brown, S. W., & MacKenzie, S. B. (2005). Customer-oriented boundary-spanning behaviors: Test of a social exchange model of antecedents. Journal of Retailing, 81(2), 141-157.

Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers' relationships with companies. Journal of Marketing, 67(2), 76-88.

Bies, R. J., & Moag, J. S. (1986). Interactional justice: Communication criteria of fairness. Research on Negotiations in Organizations: A Biannual Research Series, 1, 43–55.

Blanton, H., & Christie, C. (2003). Deviance regulation: A theory of action and identity. Review of General Psychology, 7(2), 115-149.

Blau, P. M. (1964). Exchange and power in social life. New York: John Wiley & Sons, Inc. .

Blodgett, J. G., Hill, D. J., & Tax, S. S. (1997). The effects of distributive, procedural, and interactional justice on postcomplaint behavior. Journal of Retailing, 73(2), 185-210.

Bock, G. W., Zmud, R. W., Kim, Y. G., & Lee, J. N. (2005). Behavioral intention formation in knowledge sharing: Examining the roles of extrinsic motivators, social-psychological forces, and organizational climate. MIS Quarterly, 29(1), 87-111.

Bordieu, P. (1986). The forms of capital. Handbook of Theory and Research for the Sociology of Education, 241- 258.

Bourdieu, P. (1985). The forms of capital. New York: Greenwood Press.

Branscombe, N. R., & Wann, D. L. (1994). Collective self-esteem consequences of outgroup derogation when a valued social identity is on trial. European Journal of Social Psychology, 24, 641-641.

Brown, R. (2000). Social identity theory: past achievements, current problems and future challenges. Eur. J. Soc. Psychol., 30, 745-778.

Butler, B. S. (2001). Membership size, communication activity, and sustainability: A resource-based model of online social structures. Information Systems Research, 12(4), 346-362.

Cabrera, E. F., & Cabrera, A. (2005). Fostering knowledge sharing through people management practices. The International Journal of Human Resource Management, 16(5), 720-735.

Chatman, J. A., & Flynn, F. J. (2001). The influence of demographic heterogeneity on the emergence and consequences of cooperative norms in work teams. The Academy of Management Journal, 44(5), 956-974.

Chiu, C. M., Hsu, M. H., & Wang, E. T. G. (2006). Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories. Decision Support Systems, 42(3), 1872-1888.

Chua, A. (2002). The influence of social interaction on knowledge creation. Journal of Intellectual Capital, 3, 375-392.

Clemmer, E. C., & Schneider, B. (1996). Fair service. Advances in Services Marketing and Management, 5, 109-126.

Coleman, J. S. (1994). Foundations of social theory. Boston: Belknap Press.
Constant, D., Kiesler, S., & Sproull, L. (1994). What's mine is ours, or is it? a study of attitudes about information sharing. Information Systems Research, 5(4), 400-421.

Cook, K. S., & Rice, E. (1987). Social exchange theory. New York: Springer US.
Cropanzano, R., & Mitchell, M. S. (2005). Social exchange theory: An interdisciplinary review. Journal of Management, 31(6), 874-900.

Davenport, T. H., & Prusak, L. (1998). Working knowledge: Managing what your organization knows. Boston.

De Leon, C. T. (1987). Social categorisation in Philippine organisations: Values toward collective identity and management through intergroup relations. Asia
Pacific Journal of Management, 5(1), 28-37.

Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A Social influence model of consumer participation in network-and small-group-based virtual communities. International Journal of Research in Marketing, 21(3), 241-263.

Doosje, B., Ellemers, N., & Spears, R. (1995). Perceived intragroup variability as a function of group status and identification. Journal of Experimental Social Psychology, 31(5), 410-436.

Ekeh, P. P. (1974). Social exchange theory: The two traditions. London: Heinemann Educational.

Ellemers, N. (1993). The influence of socio-structural variables on identity management strategies. European Review of Social Psychology, 4(1), 27-57.

Ellemers, N., Kortekaas, P., & Ouwerkerk, J. W. (1999). Self-categorisation, commitment to the group and group self-esteem as related but distinct aspects of social identity. European Journal of Social Psychology, 29(23), 371-389.

Ellemers, N., & Van Rijswijk, W. (1997). Identity needs versus social opportunities: the use of group-level and individual-level identity management strategies. Social Psychology Quarterly, 52-65.

Elliott, S., & O'Dell, C. Sharing knowledge and best Practices: the hows and whys of tapping your organization's hidden reservoirs of knowledge.

Emerson, R. M. (1976). Social exchange theory. Annual Review of Sociology, 2(1), 335-362.

Flood, P. C., Turner, T., Ramamoorthy, N., & Pearson, J. (2001). Causes and consequences of psychological contracts among knowledge workers in the high technology and financial services industries. International Journal of Human Resource Management, 12(7), 1152-1165.

Frenzen, J., & Nakamoto, K. (1993). Structure, cooperation, and the flow of market information. Journal of Consumer Research, 360-375.

Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: an integrated model. MIS Quarterly, 51-90.

Gibbert, M., & Krause, H. (2002). Practice exchange in a best practice marketplace. Knowledge Management Case Book: Siemens Best Practices, TH
Davenport and GJB Probst (Eds.), 89-105.

Goldstein, I. L., & Ford, J. K. (2002). Training in organizations: Needs assessment, development, and evaluation. Belmont: Wadsworth Publishing.

Gouldner, A. W. (1960). The norm of reciprocity: A preliminary statement. American Sociological Review, 25(2), 161-178.

Granovetter, M. (1992). Problems of explanation in economic sociology. Networks and Organizations: Structure, Form, and Action, 25, 56.

Hair, J. F., Black, W. C., Babin, B., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis Upper Saddle River, NJ: Prentice Hall.

Hakansson, H., & Snehota, I. (1995). Developing relationships in business networks. London: Routledge

Hall, H. (2001). Social exchange for knowledge exchange. Paper presented at the International Conference on Managing Knowledge.

Hall, H. (2003). Borrowed theory applying exchange theories in information science research. Library and Information Science Research, 25(3), 287-306.

Hall, H., & Widén-Wulff, G. (2008). Social exchange, social capital and information sharing in online environments: Lessons from three case studies. Paper presented at the USE-2008: From Information Provision to Knowledge Production.

Hofstede, G. (1984). Cultural dimensions in management and planning. Asia Pacific Journal of Management, 1(2), 81-99.

Hogg, M. A., & Abrams, D. (1988). Social identifications: A social psychology of intergroup relations and group processes. London: Routledge.

Hogg, M. A., Terry, D. J., & White, K. M. (1995). A tale of two theories: A critical comparison of identity theory with social identity theory. Social Psychology Quarterly, 58(4), 255-269.

Hrebiniak, L. (1974). Effects of job level and participation on employee attitudes and perceptions of influence. The Academy of Management Journal, 17(4), 649-662.

Hsu, M. H., Ju, T. L., Yen, C. H., & Chang, C. M. (2007). Knowledge Sharing Behavior in Virtual Communities: The Relationship between Trust, Self-efficacy, and Outcome Expectations. International Journal of Human-Computer Studies, 65(2), 153-169.

Huber, G. P. (2001). Transfer of knowledge in knowledge management systems: Unexplored issues and suggested studies. European Journal of Information Systems, 10(2), 72-79.

Hui-Chun, Y., & Miller, P. (2003). The generation gap and cultural influence-a Taiwan empirical investigation. Cross Cultural Management, 10(3), 23-41.

Humphreys, A., & Grayson, K. (2008). The intersecting roles of consumer and producer: a critical perspective on co-production, co-creation and prosumption. Sociology Compass, 2(3), 963.

Hwang, K. (1987). Face and favor: The Chinese power game. American Journal of Sociology, 92(4), 944-974.

Jang, H., Olfman, L., Ko, I., Koh, J., & Kim, K. (2008). The influence of on-line brand community characteristics on community commitment and brand loyalty. International Journal of Electronic Commerce, 12(3), 57-80.

Janowitz, M. (1952). The community press in an urban setting. Chicago: University of Chicago Press.

Kelly, K. (1999). New rules for the new economy: Ten radical strategies for a connected world: Penguin.

Kogut, B., & Zander, U. (1996). What firms do? coordination, identity, and learning. Organization Science, 502-518.

Koh, J., & Kim, Y. G. (2004). Knowledge sharing in virtual communities: An e-business perspective. Expert Systems with Applications, 26(2), 155-166.

Konovsky, M. A., & Pugh, S. D. (1994). Citizenship behavior and social exchange. The Academy of Management Journal, 37(3), 656-669.

Kramer, R. M., Brewer, M. B., & Hanna, B. A. (1996). Collective trust and collective action. Trust in Organizations: Frontiers of Theory and Research, 357-389.

Lander, M. C., Purvis, R. L., McCray, G. E., & Leigh, W. (2004). Trust-building mechanisms utilized in outsourced IS development projects: A case study. Information & Management, 41(4), 509-528.

Lane, P. J., & Lubatkin, M. (1998). Relative absorptive capacity and interorganizational learning. Strategic Management Journal, 461-477.

Larson, A. (1992). Network dyads in entrepreneurial settings: A study of the governance of exchange relationships. Administrative Science Quarterly,
37(1), 76-104.

Lee, J. (1996). Culture and Management-A Study of Small Chinese Family Business in Singapore. Journal of Small Business Management, 34(3).

Leventhal, G. S. (1976). Fairness in social relationships. Contemporary Topics in Social Psychology, 9, 91-131.

Levin, D. Z., Cross, R., Abrams, L. C., & Lesser, E. L. (2002). Trust and knowledge sharing: A critical combination. In Creating Value with Knowledge (pp. 1-9). Oxford: Oxford University Press.

Levine, R., Locke, C., Searls, D., & Weinberger, D. (2001). The cluetrain manifesto: The end of business as usual. Cambridge: Perseus Books.

Lewick, R., & Bunker, B. (1995). Developing and maintaining trust in work relationships. Trust in Organizations: Frontiers of Theory and Research, 114.

Lewicki, R. J., & Stevenson, M. A. (1997). Trust development in negotiation: Proposed actions and a research agenda. Business and Professional Ethics Journal, 16, 99-132.

Lindenberg, S. (1996). Constitutionalism versus relationalism: two views of rational choice sociology. In James S. Coleman (pp. 229-311). London: Routledge.

Lury, C. (2004). Brands: the logos of the global economy. London: Theatre Arts Books.

Lusch, R. F., & Vargo, S. L. (2006). The service-dominant logic of marketing: Dialog, debate, and directions. New York: M.E. Sharpe.

Lynch, F. (1949). Social acceptance reconsidered. Philippine Society and the Individual: Selected essays of Frank Lynch, 1976, 23-92.

Malatesta, R. M., & Byrne, Z. S. (1997). The impact of formal and interactional justice on organizational outcomes. Paper presented at the 12th annual conference of the society for industrial and organizational psychology, St. Louis.

Masterson, S. S., Lewis, K., Goldman, B. M., & Taylor, M. S. (2000). Integrating justice and social exchange: The differing effects of fair procedures and treatment on work relationships. Academy of Management Journal, 43(4), 738-748.

Masterson, S. S., & Taylor, M. S. (1996). The broadening of procedural justice: Should interactional and procedural components be separate theories. Paper presented at the Annual Meeting of the Academy of Management, Cincinnati.

Mauss, M. (1990). The gift. New York: W. W. Norton & Company.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. The Academy of Management Review, 20(3), 709-734.

McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. The Journal of Marketing, 66(1), 38-54.

McFarlin, D. B., & Sweeney, P. D. (1992). Distributive and procedural justice as predictors of satisfaction with personal and organizational outcomes. Academy of Management Journal, 35(3), 626-637.

Meyer, J. P., Stanley, D. J., Herscovitch, L., & Topolnytsky, L. (2002). Affective, continuance, and normative commitment to the organization: A meta-analysis of antecedents, correlates, and consequences. Journal of Vocational Behavior, 61(1), 20-52.

Mlicki, P. P., & Ellemers, N. (1996). Being different or being better? national stereotypes and identifications of polish and dutch students. European Journal of Social Psychology, 26(1), 97-114.

Mohr, L. A. (1991). Social episodes and consumer behavior: The role of employee effort in satisfaction with services. Arizona State University.

Molm, L. D. (1990). Structure, action, and outcomes: The dynamics of power in social exchange. American Sociological Review, 55(3), 427-447.

Molm, L. D. (2001). Theories of social exchange and exchange networks. Handbook of Social Theory, 260-272.

Molm, L. D., Takahashi, N., & Peterson, G. (2000). Risk and trust in social exchange: an experimental test of a classical proposition 1. American Journal of Sociology, 105(5), 1396-1427.

Moore, G. E. (2004). Principia ethica. New York: Dover Publications.

Moorman, R. H. (1991). Relationship between organizational justice and organizational citizenship behaviors: do fairness perceptions influence employee citizenship. Journal of Applied Psychology, 76(6), 845-855.

Muniz, J., A.M., & O'Guinn, T. C. (2001). Brand Community. Journal of Consumer Research, 27(4), 412-432.

Nadeau, R. A. (2007). Living brands: collaboration+ innovation= customer fascination. New York: McGraw-Hill.

Nahapiet, J., & Ghoshal, S. (1998). Social capital, intellectual capital, and the organizational advantage. The Academy of Management Review, 23(2), 242-266.

Nonaka, I. (1994). A dynamic theory of organizational knowledge creation. Organization Science, 5(1), 14-37.

Nonaka, I., & Konno, N. (1998). The concept of 'ba': Building a foundation for knowledge creation. California Management Review, 40(3), 40-54.

O'Cass, A., & Lim, K. (2002). Toward understanding the young consumer's brand associations and ethnocentrism in the lion's port. Psychology and Marketing, 19(9), 759-775.

Organ, D. W. (1988). Organizational citizenship behavior: The good soldier syndrome. Lanham: Lexington Books.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. The Journal of Marketing, 49(4), 41-50.

Pine, B. J., & Gilmore, J. H. (1999). The experience economy: Work is theatre & every business a stage. New York: Harvard Business School Press.

Pitt, L. F., Watson, R. T., Berthon, P., Wynn, D., & Zinkhan, G. (2006). The penguin’s window: Corporate brands from an open-source perspective. Journal of the Academy of Marketing Science, 34(2), 115-127.

Portes, A. (1998). Social capital: Its origins and applications in modern sociology. Annual Review of Sociology, 24(1), 1-24.

Prahalad, C. K., & Ramaswamy, V. (2000). Co-opting consumer competence
(Vol. 78): Harvard Business Review.

Price, J. L., & Mueller, C. W. (1986). Handbook of organizational measurement. Marshfield: Pitman Publishing.

Putnam, R. (1997). The prosperous community: Social capital and public life. Frontier Issues in Economic Thought, 3, 211-212.

Putnam, R. D. (1995). Bowling alone: america's declining social capital. Journal of Democracy, 6, 65-78.

Ramaswami, S. N., Srinivasan, S. S., & Gorton, S. A. (1997). Information asymmetry between salesperson and supervisor: postulates from agency and social exchange theories. Journal of Personal Selling and Sales Management, 17, 29-50.

Reicher, S. D. (1996). The battle of westminster: developing the social identity model of crowd behaviour in order to explain the initiation and development of collective conflict. European Journal of Social Psychology, 26(1), 115-134.

Renzl, B. (2008). Trust in management and knowledge sharing: The mediating effects of fear and knowledge documentation. Omega, 36(2), 206-220.

Rheingold, H. (1993). The virtual community: Homesteading on the electronic frontier. New York: HarperPerennial.

Ridings, C. M., Gefen, D., & Arinze, B. (2002). Some antecedents and effects of trust in virtual communities. Journal of Strategic Information Systems, 11(3-4), 271-295.

Ring, P. S., & Van de Ven, A. H. (1994). Developmental processes of cooperative interorganizational relationships. Academy of Management Review, 90-118.

Robinson, S. L., & Morrison, E. W. (1995). Psychological contracts and OCB: The effect of unfulfilled obligations on civic virtue behavior. Journal of Organizational Behavior, 16(3), 289-298.

Rousseau, D. M., Sitkin, S. B., Burt, R. S., & Camerer, C. (1998). Not so different after all: A cross-discipline view of trust. Academy of Management Review, 23(3), 393-404.

Schau, H. J., & Muniz, J., A.M. (2006). A tale of tales: The apple newton narratives. Journal of Strategic Marketing, 14(1), 19-33.

Schmitt, B. H. (1999). Experiential marketing: How to get customers to sense, feel, think, act, and relate to your company and brands. New York: New York Free Press.

Schouten, J. W., & McAlexander, J. H. (1995). Subcultures of consumption: An ethnography of the new bikers. Journal of Consumer Research, 22(1), 43-61.

Schouten, J. W., McAlexander, J. H., & Koenig, H. F. (2007). Transcendent Customer Experience and Brand Community. Journal of the Academy of Marketing Science, 35(3), 357-368.

Selmer, J., & De Leon, C. T. (2004). Management and culture in the Philippines. Hong Kong: Hong Kong Baptist Universityo. Document Number)

Silos, L. R. (1987). Understanding Asian Business Organizations. Euro-Asia Business Review, 6(1), 31-36.

Spender, J. C. (1996). Making knowledge the basis of a dynamic theory of the firm. Strategic Management Journal, 17, 45-62.

Starbuck, W. H. (2005). Learning by knowledge-intensive firms. Knowledge: Critical Concepts, 29(6), 181.

Stets, J. E., & Burke, P. J. (2000). Identity theory and social identity theory. Social Psychology Quarterly, 63(3), 224-237.

Storck, J., & Hill, P. A. (2000). Knowledge diffusion through strategic communities. Oxford: Butterworth-Heinemann.

Stryker, S., & Serpe, R. T. (1982). Commitment, identity salience, and role behavior: Theory and research example. In Personality, Roles, and Social Behavior (pp. 199-218). New York: Springer.

Szulanski, G. (1996a). Exploring internal stickiness: Impediments to the transfer of best practice within the firm. Strategic Management Journal, 17, 27-43.

Szulanski, G. (1996b). Exploring internal stickiness: Impediments to the transfer of best practice within the firm. Strategic Management Journal, 17(1), 27-43.

Tajfel, H. (1972). Social categorization. Introduction a la psychologie sociale, 1, 272-302.

Tajfel, H. T., & Turner, J. C. (1979). An integrative theory of social conflict. The Social Psychology of Intergroup Relations, 33-47.

Tajfel, H. T., & Turner, J. C. (1985). The social identity theory of intergroup behavior. Psychology of Intergroup Relations, 7-24.

Terry, D. J., & Hogg, M. A. (1996). Group norms and the attitude-behavior relationship: A role for group identification. Personality and Social Psychology Bulletin, 22(8), 776-793.

Terry, D. J., & Hogg, M. A. (2002). Attitudes, behavior, and social context. Social Influence: Direct and Indirect Processes, 253.

Thibaut, J. W., & Kelley, H. H. (1986). The social psychology of groups. New Jersey: Transaction Publishers.

Tsai, W. (2002). Social structure of 'coopetition' within a multiunit organization: Coordination and introrganizational knowledge sharing. Organization Science, 13(2), 179-190.

Tsai, W., & Ghoshal, S. (1998a). Social capital and value creation: An empirical study of intrafirm networks. The Academy of Management Journal, 41(4), 464-476.

Tsai, W., & Ghoshal, S. (1998b). Social capital and value creation: The role of intrafirm networks. The Academy of Management Journal, 41(4), 464-476.

Turner, J. C. (1981). Towards a cognitive redefinition of the social group. Social Identity and Intergroup Relations, 1(2), 93-118.

Turner, J. C. (1985). Social categorization and the self-concept: A social cognitive theory of group. Advances in Group Processes, 2, 77-121.

Turner, J. C., Hogg, M. A., Oakes, P. J., Reicher, S. D., & Wetherell, M. S. (1987). Rediscovering the social group: A self-categorization theory. Oxford: Blackwell Publishers.

Tymon, W. G., & Stumpf, S. A. (2003). Social capital in the success of knowledge workers. Career Development International, 8(1), 12-20.

Ulrich, W. L. (1984). HRM and culture: History, ritual, and myth. Human Resource Management, 23(2), 117-128.

Wang, D., Tsui, A. S., Zhang, Y., & Ma, L. (2003). Employment relationships and firm performance: Evidence from an emerging economy. Journal of Organizational Behavior, 24(5), 511-535.

Wasko, M., & Faraj, S. (2000). It is what one does: Why people participate and help others in electronic communities of practice. Journal of Strategic Information Systems, 9(2-3), 155-173.

Yli-Renko, H., Autio, E., & Sapienza, H. J. (2001). Social capital, knowledge acquisition, and knowledge exploitation in young technology-based firms. Strategic Management Journal, 22(6), 587-613.

Zaheer, A., McEvily, B., & Perrone, V. (1998). Does trust matter? exploring the effects of interorganizational and interpersonal trust on performance. Organization Science, 141-159.

Zwick, D., Bonsu, S., & Darmody, A. (2008). Putting consumers to work: `Co-creation` and new marketing govern-mentality. Journal of Consumer Culture, 8(2), 163-196.