Results 271 to 280 of about 458,685 (318)

Investigation into the festival brand co-creation mechanism: extended application of the customer-based brand equity model

Journal of Travel & Tourism Marketing
Festival branding is of great significance to festival tourism marketing and competitive advantage. The research framework deepened the application of the Customer-Based Brand Equity (CBBE) model by integrating destination and product familiarity as well
Xiaoting Chi, Heng Zhou, Gangwei Cai, Heesup Han   +3 more
semanticscholar   +1 more source

Engage to co-create! The drivers of brand co-creation on social commerce

Marketing Intelligence & Planning
PurposeConsumers nowadays are no longer bystanders in the process of production but are proactive collaborators with the power to co-create value with brands.
Saiyara Nibras, Tjong Andreas Gunawan, G. Tan, Pei-San Lo, Eugene Cheng‐Xi Aw, K. Ooi   +5 more
semanticscholar   +1 more source

Brand co-creation through participation of organization, consumers, and suppliers: an empirical validation

, 2020
Purpose The purpose of this paper is to empirically validate the role of different stakeholders in a co-creation context. In this paper, a new triadic brand co-creation concept has been presented highlighting why consumers participate in brand co ...
Sanmitra Sarkar, Saikat Banerjee
semanticscholar   +1 more source

Brand co-creation in multichannel media environments: a narrative approach

Journal of Media Business Studies, 2020
This paper advances knowledge of the productive, strategically important roles that media consumers play in brand co-creation in the empirical context of multichannel media outlets.
Saara Bange, J. Moisander, Rita Järventie-Thesleff   +2 more
semanticscholar   +1 more source

Achieving Brand Engagement and Brand Equity Through Co-creation Process

Journal of Creative Communications, 2022
The current study investigates real-time marketing as one strategy for businesses to take advantage of this social and technologic ecosystem. The challenge of a more social and connected consumer is that they engage on online conversations, trends and things.
Teresa Pereira, Sandra Maria Correia Loureiro, Eduardo Moraes Sarmento   +2 more
openaire   +1 more source

Co-creation in B2B Branding

2022
While co-creation and brand management are salient in B2B contexts, studies in this area are often loosely connected with fragmented themes. Previous literature has not yet provided an overarching model to explain the phenomenon. Hence, to provide an encompassing perspective on co-creation in B2B branding, we selected 25 articles from 12 academic ...
Qiu, Yuqian, Iglesias, Oriol, Markovic, Stefan, Sancha, Cristina   +3 more
openaire   +1 more source

Building Brand Love Through Co-creation

2016
The last few years, the concept of co-creation emerges as central for both academia and industry (Pongsakornrungsilp and Schroeder 2011). Despite the undeniable importance of this topic, the investigation of co-creation’s role in building strong brands in the literature is limited.
Georgia Liapati, George Skourtis, Ioannis Assiouras, Nicholas G. Paparoidamis   +3 more
openaire   +1 more source

Driving consumer–brand engagement and co-creation by brand interactivity

Marketing Intelligence & Planning, 2020
PurposeThis paper investigates the impact of brand interactivity within social media on consumer–brand engagement and its related outcomes, including consumers' intention of co-creating brand value and future repurchase of the same brand.Design/methodology/approachThe theoretical framework is tested for a durable technology product, a smartphone.
Man Lai Cheung, Guilherme D. Pires, Philip J. Rosenberger, Mauro Jose De Oliveira   +3 more
openaire   +1 more source

Constructing a typology of virtual city brand co-creation practices: an ecological approach

Journal of Place Management and Development, 2019
Purpose The paper aims to offer an approach that allows an analysis and construction of a typology of virtual city brand co-creation practices. Design/methodology/approach The approach is illustrated by using data collected in regard to the branding ...
Andrea Lucarelli
semanticscholar   +1 more source

Brand Co-creation

2018
Nowadays, brands face a socioeconomic scenario that is characterized by online communities, decentralized organizations, fast and flexible new production facilities, and a rapid evolution of information technologies (Lindfelt & Törnroos, 2006). This evolution has led to an improved brand-stakeholder interconnectivity, which has provided brands with
von Wallpach, Sylvia, Gyrd-Jones, Richard, Markovic, Stefan   +2 more
openaire   +1 more source