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Examining How Brand Co-Creation and Virtual Brand Community Affect Brand Commitment [PDF]
E3S Web of Conferences, 2021 The significance of brand co-creation in virtual brand communities has been recognized in academia and practice. The existing literature has investigated the impact of customer participation in virtual brand community on brand performance and its ...
Lu Weijian, Han Yu, Chen Shiyu
doaj +3 more sources
Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management [PDF]
Journal of Brand Management, 2020 In this article we chart the evolution of corporate brand management from an organization-centric view based on control to one rooted in a participative cocreated perspective where multiple stakeholders help to build and enrich the brand.
Iglesias O, Ind N.
europepmc +2 more sources
Sensorial brand strategies for value co-creation [PDF]
Innovative Marketing, 2011 Clarinda Rodrigues +2 more
doaj +6 more sources
SAGE OpenWith the advancement of social media, influencer content credibility can potentially drive consumer participation in brand co-creation. However, the impact of influencer content credibility on brand co-creation is underexplored, particularly the ...
Jerum William Kilumile +2 more
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Culinary connections: The mediating role of customer brand co-creation behavior in gastronomic and revisit intentions [PDF]
Innovative MarketingThe increasing competition in the culinary tourism industry highlights the need for businesses to better understand customer behavior to encourage repeated visits.
Ni Made Purnami +4 more
doaj +2 more sources
Place Brand Co-Creation through Storytelling: Benefits, Risks and Preconditions
Tourism and Hospitality, 2021 Co-creation in place branding is used as an umbrella term for the complex brand meaning emerging through stakeholders’ participation in place activities, their contribution, collaborations and interchange of ideas and resources.
Ioana S. Stoica +3 more
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Conceptualising SME brand co-creation
International Journal of Management ReviewsAbstractResearch on the branding of small‐ and medium‐sized enterprises (SMEs), known as SME branding, has garnered substantial interest over the past two decades. Although researchers acknowledge the importance of stakeholders and networks as co‐creators of SME brands, a comprehensive conceptualisation of SME brand co‐creation remains lacking.
Mari Juntunen
semanticscholar +3 more sources
Corporate identity in the brand co-creation era. [PDF]
Communication Papers, 2015 The following text analyzes corporate identity from a dynamic perspective. Its aim is to know if brands turn corporate values into behaviours that meet stakeholders’ expectations. Firstly, the essay explains how corporate identity is a key concept in the management of intangible assets because it can generate brand value and reputation.
López, Belén +2 more
core +4 more sources
Ironic festival brand co-creation
Journal of Business Research, 2020 Abstract This paper embraces the daring use of ironic humor in brand co-creation in festival branding. Innovative branding is an aspiration in the growing festival business. This study explores a unique case: a festival that applies ironic humor in its brand co-creation despite the risks involved.
Kati Suomi +2 more
openaire +2 more sources
The Nexus of Influencers and Purchase Intention: Does Consumer Brand Co-Creation Behavior Matter?
Journal of Theoretical and Applied Electronic Commerce ResearchThe advancement of social media has led to the rise of influencers who are powerful in shaping consumer purchasing behavior. While influencer attributes play a role in shaping consumer behavior, little attention has been paid to the interplay of the ...
Jerum William Kilumile, Li Zuo
doaj +2 more sources