Results 21 to 30 of about 458,685 (318)
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
doaj +1 more source
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
doaj +1 more source
Geotourism Destinations Online Branding Co-Creation [PDF]
Sustainability, 2021 The application of brand theory to destinations has grown in the last few decades, with the destination brand personality being a viable metaphor for creating and positioning destination brands. An often-overlooked tourism typology is geotourism; more specifically, volcanic tourism, since it can be a passive element of any tourism form or active nature
Flávio Tiago +3 more
openaire +1 more source
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
doaj +1 more source
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
doaj +1 more source
Brand identity co-creation dilemma
ReMark - Revista Brasileira de Marketing, 2023 Objetivo: A co-criação é um tema com interesse crescente em branding, principalmente em relação à identidade de marca. Acadêmicos têm argumentado que a marca não é mais estável, permanente ou definida de maneira unilateral, mas deveria ser dinâmica e co-criada com diversos stakeholders.
Antonio Pedro Cruz Costa Alves +1 more
openaire +1 more source
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
doaj +1 more source
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.
Paloma Díaz Soloaga +2 more
semanticscholar +1 more source
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
core +3 more sources
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
doaj +1 more source