Author
Nicola Stokburger-Sauer
Other affiliations: University of Mannheim
Bio: Nicola Stokburger-Sauer is an academic researcher from University of Innsbruck. The author has contributed to research in topics: Brand management & Brand equity. The author has an hindex of 21, co-authored 54 publications receiving 2954 citations. Previous affiliations of Nicola Stokburger-Sauer include University of Mannheim.
Papers published on a yearly basis
Papers
More filters
TL;DR: The concept of consumer-brand identification (CBI) is central to our understanding of how, when, and why brands help consumers articulate their identities as discussed by the authors, and it has been shown that consumers have stronger causal relationships with CBI when consumers have higher involvement with the brand's product category.
585 citations
TL;DR: In this article, the authors developed a conceptual model of customer co-creation of tourism services and empirically tested this model in a travel agency context, and found that the degree of cocreation further positively affects customer satisfaction with the service company, customer loyalty, and service expenditures.
561 citations
TL;DR: In this article, the importance of brand image for fan loyalty in team sport was highlighted and a parsimonious 4-factor, 20-indicator structure effectively represented brand image.
Abstract: This study highlights the importance of brand image for fan loyalty in team sport. A parsimonious 4-factor, 20-indicator structure effectively represents brand image. In contrast to Keller’s proposed model, relationships between the brand image’s components were discovered. Thus, in line with means-end theory, a brand-image model should incorporate causalities among brand attributes, benefits, and attitudes. Fan loyalty is positively influenced by a fan’s brand attitude. Relationships among the brand-image dimensions and loyalty are confirmed via structural equation modeling. The non-product-related brand attributes (i.e., logo or tradition) have a particularly large impact on attitudes and behavior. They represent promising starting points for a successful and differentiating team brand strategy. In marketing practice, an increasing interest in customer relationships has
382 citations
TL;DR: In this paper, the relevance of offline and online marketing management tools to strengthen brand communities by facilitating shared customer experiences and multi-way interactions, and the importance of consumer-brand identification as a consequence of such relationship-building activities is investigated.
Abstract: Groups of users and admirers of a brand who engage jointly in group actions to accomplish collective goals and/or to express mutual sentiments and commitments are known as brand communities. Lately, brand communities have been a heavily researched topic in marketing science. While the positive consequences of brand communities are well documented in the literature, little is known about how brand communities can be facilitated and how consumer–brand relationships can be fostered. This research empirically assesses the relevance of offline (i.e., events) and online marketing management tools (i.e., Web sites with online bulletin boards and online expert chats) to strengthen brand communities by facilitating shared customer experiences and multi-way interactions. Additionally, the importance of consumer–brand identification as a consequence of such relationship-building activities is investigated, and the outcomes of a consumer's identification with a brand are analyzed. Important management implications can be derived. © 2010 Wiley Periodicals, Inc.
259 citations
TL;DR: For example, this paper found that women have a more positive attitude toward and a higher purchase intention of luxury brands versus non-luxury brands versus men than men, and that for female consumers, luxury brands provide more uniqueness, status and hedonic value than non-luxury brands.
235 citations
Cited by
More filters
TL;DR: A systematic review of 122 articles and books (1987-2013) of co-creation/co-production with citizens in public innovation is presented in this article, where the authors analyze the objectives and outcomes of the process.
Abstract: This article presents a systematic review of 122 articles and books (1987–2013) of co-creation/co-production with citizens in public innovation It analyses (a) the objectives of co-creation and co-production, (b) its influential factors and (c) the outcomes of co-creation and co-production processes It shows that most studies focus on the identification of influential factors, while hardly any attention is paid to the outcomes Future studies could focus on outcomes of co-creation/co-production processes Furthermore, more quantitative studies are welcome, given the qualitative, case study, dominance in the field We conclude with a research agenda to tackle methodological, theoretical and empirical lacunas
1,257 citations
TL;DR: In this paper, a meta-analysis of tourist image and tourist loyalty is presented, showing that overall image has the greatest impact on tourist loyalty, followed by affective image and cognitive image, while cognitive-affective joint image fails to demonstrate a stable relationship with tourist loyalty.
757 citations
TL;DR: In this paper, the authors identify the different theoretical perspectives and research streams that characterize and define the co-creation literature, and highlight the connections between them; to look for emerging trends and gaps in the literature by comparing the most recent papers with those representing the field's core.
Abstract: Purpose – The purpose of this paper is to summarize and classify extant research and to better understand the past, present, and future state of the theory of value co-creation. Its main objectives are: to identify the different theoretical perspectives and research streams that characterize and define the co-creation literature, and to highlight the connections between them; to look for emerging trends and gaps in the literature by comparing the most recent papers with those representing the field's core. Design/methodology/approach – The paper relies on bibliometric data: co-citation techniques were employed to select, analyze, and interpret citation patterns within the co-creation literature. Findings – The paper identified two main clusters, as well as specific research streams and common themes, representing scholarly journals’ publications on co-creation over the past years. These research streams and themes apply three different theoretical perspectives: service science, innovation and technology m...
594 citations
TL;DR: The concept of consumer-brand identification (CBI) is central to our understanding of how, when, and why brands help consumers articulate their identities as discussed by the authors, and it has been shown that consumers have stronger causal relationships with CBI when consumers have higher involvement with the brand's product category.
585 citations