Recent research has suggested that

Recent research has suggested that consumers collectively co-create value through consumption practices. This paper provides additional insights into value creation by demonstrating how individual consumers play distinct roles in the value creation process. By focusing on micro dimensions of co-consuming groups, we show how individual consumers engage in value creation processes in the context of brand culture. We bring together concepts of value creation, working consumers,
and double exploitation to demonstrate the roles played by consumers and communities in value co-creation. We focus on value creation in a particular type of co-consuming group: an online football fan community. Results show that co-consuming groups are platforms for value creation. We argue that double exploitation is not necessarily a threat to consumers because it may instead enable them to play active roles in value co-creation and gain power against brand owners. This paper contributes to the existing literature on brand community and the value co-creation paradigm by: (1) demonstrating the dynamic roles played by consumers in the value co-creation; (2) revealing new forms of consumer organization; and (3) illustrating how working consumers work among themselves in managing brand communities.