The Relationship of Online Brand Community, Value Creation Practices, Brand Trust, and Brand Loyalty
Jurnal Manajemen Teori dan Terapan, 2023 Objective: Companies are realizing the potential of the online brand community to increase consumer relationships. Online Brand community keeps customers using the company's products through all community activities. This study investigates the effect of
Dien Mardhiyah +4 more
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Frontiers in Psychology, 2022 There has been a rejuvenated interest from researchers and scholars regarding the various ways in which organizations can enhance their overall brand performance.
Zhifang Yu
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Revista de Comunicación, 2023 Brand co-creation is an increasingly ingrained consumer behavior and its effects on the purchasing process have become an object of study. However, the link between perceived brand value and co-creation is still little known. This study principally aims
Paloma Díaz Soloaga +2 more
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The Mediating Role of Online Brand Community Commitment in the Relationship Between Online Brand Community Value Co-creation and Brand Loyalty [PDF]
مطالعات مدیریت کسب و کار هوشمند, 2019 In today’s competitive markets, companies are increasingly using online brand communities as marketing tools. In order to maintain loyal customers, companies are trying to co-create values between themselves and in particular their customers in these ...
Masoud Simkhah, Elaheh Mohamadkhani
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Effects of co-creation in a tourism destination brand image through twitter [PDF]
Journal of Tourism, Heritage & Services Marketing, 2016 The purpose of this paper is to analyze the effects of co-creation of a tourist brand image projected in Twitter by using NVIVO 11. It takes the case study of the Smart Fuerteventura brand, an ecotourism association made up of a group of local firms. The
Mercedes Revilla Hernández +2 more
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Brand Love: Role of Online Customer Experience, Value Co-creation, and Relationship Quality
Frontiers in Psychology, 2022 Customer experience is a source of retailers’ long-term competitive advantage. This study has examined the relationship between online customer experience and brand love through the mechanism of relationship quality in the context of online shopping in ...
Khurram Mustafa +15 more
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Branding co-creation with members of online brand communities [PDF]
Journal of Business Research, 2017 Abstract This article looks at the co-creation of value in the branding process with members of online communities. Three online communities in Iran are analyzed through 45 interviews with members along with three interviews with top managers of the three brands of these communities.
Hajli N +4 more
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Political brand identity: an examination of the complexities of Conservative brand and internal market engagement during the 2010 UK General Election campaign [PDF]
, 2014 This paper seeks to build an understanding of the importance of internal communications when building a strong political brand. Using Kapferer’s brand prism as a conceptual framework, the paper explores UK Conservative Party members’ attitudes towards ...
Adams S. +15 more
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Expanding the Boundaries of Brand Communities : The Case of Fairtrade Towns [PDF]
, 2018 Purpose: This paper aims to further the authors’ understanding of brand communities, and their role in brand co-creation, through empirical and theoretical contributions derived from researching the marketing dynamics operating within a successful but ...
Doherty, Bob +2 more
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What type of client do you need? The brand value co-creation in the banking sector
Frontiers in Psychology, 2022 Service-dominant logic established that for the success of service industries, it is vital to acknowledge the customer as an active agent in the commercial ecosystem. To carry it out, the consumer must participate in value creation.
Nathalie Peña-García +2 more
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