The characteristics of TIA and the ways in which its members interact can make a useful
contribution to our understanding of how value is co-created in co-consuming groups (Arnould
et al., 2006; Vargo and Lusch, 2004, 2008). TIA also exhibits the three markers of a brand
community: consciousness of kind, shared rituals and traditions, and a sense of moral responsibility
(Mun˜iz and O’Guinn, 2001). Therefore, the TIA community is a good example of a consumer
community that co-creates value and in which all consumers are eligible to participate by interacting
with other consumers and gain unique benefits by doing so.