Results 261 to 270 of about 458,685 (318)
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Exploring behavioural branding, brand love and brand co-creation
Journal of Product & Brand Management, 2016Purpose This paper aims to contribute to the understanding of the complex consumer brand relationships by holistically exploring the dynamics between brand love and co-creation, how they are impacted by behavioural branding and their combined impact to brand loyalty.
Kaufmann, H. R. +2 more
openaire +3 more sources
Brand co-creation through triadic stakeholder participation
European Business Review, 2019PurposeThe purpose of this paper is to find prior research work on brand co-creation and the role of different stakeholders in brand co-creation and to come up with a conceptual model that can be empirically validated.Design/methodology/approachA keyword approach has been used to find earlier published papers on co-creation and the role of different ...
Sanmitra Sarkar, Saikat Banerjee
openaire +2 more sources
Customer brand co-creation on social media: a systematic review
Marketing Intelligence & Planning, 2022PurposeThis study aims to map existing literature on customer brand co-creation (CBC) in the context of social media and highlight multiple avenues for future research.Design/methodology/approachA systematic literature review (SLR) was used to identify ...
Q. Le, Luc Phan Tan, T. Hoang
semanticscholar +1 more source
Journal of Strategic Marketing, 2023
Though brand co-creation (BCO) and customer brand engagement (CBE) are identified as important research priorities, empirically derived insights into their relationship with tourism-consumers’ consequent destination revisit intention (RVI) remain limited,
R. Rather +5 more
semanticscholar +1 more source
Though brand co-creation (BCO) and customer brand engagement (CBE) are identified as important research priorities, empirically derived insights into their relationship with tourism-consumers’ consequent destination revisit intention (RVI) remain limited,
R. Rather +5 more
semanticscholar +1 more source
Journal of Marketing for Higher Education, 2023
Creating brand posts that stimulate customer interaction in online communities is both vital and challenging to marketing managers. Using social communication process theoretical framework (i.e. SMCR), the current study examines the impact of brand posts
Q. Le, Luc Phan Tan, T. Hoang
semanticscholar +1 more source
Creating brand posts that stimulate customer interaction in online communities is both vital and challenging to marketing managers. Using social communication process theoretical framework (i.e. SMCR), the current study examines the impact of brand posts
Q. Le, Luc Phan Tan, T. Hoang
semanticscholar +1 more source
Consumer Behavior in Tourism and Hospitality, 2022
Purpose In most countries, independent hotels are a major contributor to both national economy and the hospitality sector, but to the best of the authors’ knowledge, there is a lack of any study on brand co-creation (BCC) in independent hotels.
Alireza Ranjbaran +3 more
semanticscholar +1 more source
Purpose In most countries, independent hotels are a major contributor to both national economy and the hospitality sector, but to the best of the authors’ knowledge, there is a lack of any study on brand co-creation (BCC) in independent hotels.
Alireza Ranjbaran +3 more
semanticscholar +1 more source
Role and perspective of suppliers in brand co-creation: an exploratory study
Benchmarking : An International Journal, 2022PurposeThe purpose of this paper is to find supplier's role in brand co-creation. This paper also discusses the perspective of suppliers on the role and benefits of other stakeholders like consumers and the sponsoring organization in brand co-creation ...
Sanmitra Sarkar, Saikat Banerjee
semanticscholar +1 more source
Strategic Direction, 2020
Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
openaire +1 more source
Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
openaire +1 more source