Results 271 to 280 of about 386,927 (307)

THE ROLE OF SELF-BRAND CONNECTION IN BRAND PRIMING AND BRAND CO-CREATION CONTEXTS

2014
This dissertation includes two essays that examine how self-brand connection influences brand-related behaviors in different contexts. Essay I investigates conditions under which brand primes can lead to decreased behavioral intentions toward the brand not shown in prior brand priming research (Berger and Fitzsimons 2008; Ferraro, Bettman, and ...
openaire   +2 more sources

Brand Co-Creation Model

2016
Schultz, Majken, Hatch, Mary Jo
openaire   +1 more source

From brand control to brand co-creation: An integrated framework of brand paradigms and emerging brand perspectives

Journal of Business Research, 2022
Alfonso Siano, Agostino Vollero
exaly  

CO-CREATION OF BRAND OFFERINGS

2022
openaire   +1 more source

Co-Creation in Marketing and Brand Strategy

Co-creation in branding and marketing strategy represents a paradigm shift from traditional, company- centric approaches to more interactive, customer-centric models. This concept involves engaging customers as active participants in the creation and enhancement of products, services, and brand experiences.
openaire   +1 more source

Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality

Computers in Human Behavior, 2021
Mina Tajvidi, Yichuan Wang, NicK Hajli   +2 more
exaly  

ETHICAL IMPLICATIONS OF BRAND CO-CREATION

2022
openaire   +1 more source

Brand Co-Creation in Tourism and Hospitality

2023
Raouf Ahmad Rather, Mohsin Abdur Rehman, Kevin Kam Fung So, Haywantee Ramkissoon   +3 more
openaire   +1 more source

Brand co-creation through social commerce information sharing: The role of social media

Journal of Business Research, 2020
Mina Tajvidi, Yichuan Wang, NicK Hajli   +2 more
exaly  

Building value co-creation with social media marketing, brand trust, and brand loyalty

Journal of Retailing and Consumer Services, 2023
Muhammad Sohaib, Heesup Han
exaly