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Branding co-creation with members of online brand communities [PDF]
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 ...
Richard M +4 more
core +3 more sources
Chinese Trade Competition and Rural Mexican Migration
Applied Economic Perspectives and Policy, EarlyView.ABSTRACT China's accession to the World Trade Organization in 2001 reshaped global trade, reducing U.S. demand for Mexican manufactured goods and weakening Mexico's manufacturing employment. This study estimates how this trade‐induced decline affected migration and employment decisions among rural Mexicans.
Zachariah Rutledge, Joaquin Mayorga
wiley +1 more source
Applied Economic Perspectives and Policy, EarlyView.ABSTRACT The California dairy industry has experienced considerable consolidation over the past 30 years. During this period, there has also been substantial technological innovation, implementation of the state's Low Carbon Fuel Standard program, and rapid adoption of anaerobic digesters.
Michael McCullough, Jarrett Hart
wiley +1 more source
Enhancing relationships through online brand communities: comparing posters and lurkers
, 2023 This study establishes the importance of considering both posters (interactive members) and lurkers (non-interactive members) for a clearer understanding of online brand communities. Based on organizational support theory and social identity theory, this
Sahar Mousavi (3701605) +1 more
core +1 more source
Tạp chí Phát triển và Hội nhậpThis study examines the impact of brand hate on non-repurchase intentions in the hospitality industry, focusing on how brand hate drives offline negative word-of-mouth (NWOM) and online complaining in a cross-channel setting. A quantitative research
Duc Cong Tran +2 more
doaj +1 more source
Extension Economists: Valued in Mission, Penalized in Practice
Applied Economic Perspectives and Policy, EarlyView.ABSTRACT As the public engagement arm of the land‐grant mission, we argue that Extension faculty in US agricultural economics departments face an identity crossroads as they struggle for institutional support. Specifically, we argue that Extension economists function as boundary‐spanning professionals within academic structures that often devalue ...
Trey Malone +5 more
wiley +1 more source
Applied Economic Perspectives and Policy, EarlyView.ABSTRACT Disruptions in global fertilizer markets and climate targets have increased interest in fossil‐free mineral nitrogen fertilizers. This study examines farmers' preferences for conventional (fossil‐based) and fossil‐free fertilizers using a labeled discrete choice experiment with 211 Swedish farmers.
Nasir Adam +5 more
wiley +1 more source
, 2019 UNDERSTANDING THE PARTICIPATION OF PASSIVE MEMBERS IN ONLINE BRAND COMMUNITIES THROUGH THE LENS OF PSYCHOLOGICAL OWNERSHIP THEORY Understanding the participation of passive members in online brand communities through the lens of psychological ownership ...
Kumar, Jitender, Nayak, Jogendra Kumar
core +1 more source
Consumer-Generated Visual Advertisements in Social Media Brand Communities
International Journal of CommunicationDespite the advent of social media, few studies on online brand communities examine how user-generated content influence community members’ perceptions and behaviors toward a brand.
Hui-Fei Lin, Pei-Chih Lin, Benjamin Yeo
doaj
Styles of CommunicationMadonna, a well-known musician and entertainer who has remained at the top of her game for over 40 years, is also a marketing and brand strategist. This research explores the evolution of global perceptions around her brand following her 2024 Celebration
Pedro BELTRÁN CUERVO +1 more
doaj +1 more source