Dragonshadow, as Forum Admin, one of the TIA board members, reminds other members about a
divisive internal conflict between Liverpool FC’s manager, Rafael Benitez, and co-owners regarding
the transfer budget. In thisway he recalls the Liverpool FCspirit: i.e.LiverpoolFCfans always support
the players and manager. This post by Dragonshadowmay activate the value creation process by contributing
the cultural code of the brandwhich other members can perceive and accumulate: that is, new
resources are developed and co-created by TIAmembers as they contribute knowledge and comments
to threads and engage in discussions and arguments with each other. This corresponds with the learning–
doing process of consumer creativity communities (Kozinets et al., 2008).