Results 11 to 20 of about 458,685 (318)
Internal brand co-creation: The experiential brand meaning cycle in higher education [PDF]
Journal of Business Research, 2016 Higher education (HE) institutions need to adapt to the global environment but the complex nature of HE highlights the role of marketing and the internal market in realizing the brand identity, creating a challenge for developing a shared brand meaning.
Dean, D +3 more
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Theory and practice of brand co-creation [PDF]
, 2019 The focus of this thesis is set on the application of the co-creation construct in the area of brand management and branding. The paradigm of brand co-creation follows a stakeholder-oriented perspective on brand building. A brand is seen as dynamic social process constructed through multiple networked interactions and relations between the company, the
Samuel Kristal
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Customer brand co-creation: a conceptual model
Marketing Intelligence & Planning, 2015 Purpose – The purpose of this paper is to develop conceptual understanding in the area of customer brand co-creation. The research considers the factors influencing customers to co-create and the impacts of customer co-creation on the brand. Design/methodology/approach
France, Cassandra +2 more
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Identifying the effective factors on co-creation branding in startups with a Meta-synthesis approach [PDF]
مطالعات مدیریت کسب و کار هوشمند, 2023 IntroductionCurrent global statistics indicate that 80% of startups fail within a short period, with one of the primary reasons being weak branding strategies. Startups often lack precise knowledge of branding, which increases the risk of failure.
seyed rasoul hoseini +2 more
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The Effect of Customer Value Co Creation Behavior and Brand Preference on Repurchase Intention [PDF]
کاوشهای مدیریت بازرگانی, 2021 Today, businesses have particular attention to customer participation and their responsibility towards firms in order to increase their profits and market share.
Mostafa Ebrahimpour Azbari, +2 more
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The Influence of Perceived Value of Online Game Users on their Participation in Value Co-creation Behavior [PDF]
SHS Web of Conferences, 2023 Online games have gradually become a form of entertainment and a pastime for many people. In recent years, the growth rate of China’s online game industry has slowed, game users have entered the storage area, and the game industry has entered a stable ...
Xu Haowen
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Frontiers in Psychology, 2022 Drawing on the theory of engagement, the present study aims to examine the outcomes of the co-creation experience in a realistic co-creation setting, a hotpot restaurant.
Gustave Florentin Nkoulou Mvondo +4 more
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Frontiers in Psychology, 2022 The influence mechanism for brand experience in virtual sports brand communities is the subject of many studies, but these studies do not feature a holistic consideration of antecedents and consequences, and the moderating role of brand attachment is ...
Jin-Yuan Zhuo +3 more
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Co-creation of Customer Brand Value-Based and Temporal Risk of Online Brand Communities in Sportswear Industry [PDF]
Sports Business Journal, 2023 Purpose: The purpose of the research was to analyze the role of documenting the co-creation of customer brand value based on the perceived risk in the sportswear industry.Methodology: Qualitative analysis was used.
Mohammad Hadi Asgari
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Identifying Effective Factors of Brand Co-creation in the Social Media Brand Community [PDF]
تحقیقات بازار یابی نوین, 2023 The purpose of the present study is to present a comprehensive model of factors affecting brand co-creation in the social media brand community. In this research, random sampling was used and a questionnaire was completed and collected from 384 students ...
Meysam Shirkhodaie +2 more
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