Oriol Iglesias

Bio: Oriol Iglesias is an academic researcher from Ramon Llull University. The author has contributed to research in topics: Brand management & Corporate branding. The author has an hindex of 18, co-authored 33 publications receiving 1819 citations.

The role of brand experience and affective commitment in determining brand loyalty

Abstract: The purpose of this article is to study the direct and indirect relationship between brand experience and brand loyalty. The authors propose that the relationship is mediated by affective commitment. A survey-based quantitative approach is used to test the hypotheses based on the proposed theoretical model that delineates the relationships between brand experience, affective commitment and brand loyalty. The data were collected using traditional pen and paper as well as online surveys and were analysed using Structural Equations Modelling. The analysis suggests that affective commitment mediates the relationship between brand experience and brand loyalty for all three product categories that were studied (cars, laptops and sneakers). The article extends the understanding of the brand experience construct by studying its influence on brand loyalty and also by incorporating affective commitment as a mediating variable. In our sample, the findings support the fact that developing brand experience influences customer loyalty only through affective commitment.

Building Brands Together: Emergence and Outcomes of Co-Creation:

Abstract: Co-creation is a rapidly emerging area of research. However, there is a lack of understanding as to how organizations use co-creation to build relationships and generate value. How does participation emerge and what outcomes does it deliver? To generate insight into the co-creation process, we created an online brand community. Our findings show that people participate in a community because it offers them the chance to find fulfillment, to express their creativity, and to socialize. The findings have significant implications for marketing, branding, and research professionals because the research shows that managers have to see participants as integral to the brand.

Does Having an Ethical Brand Matter? The Influence of Consumer Perceived Ethicality on Trust, Affect and Loyalty

Abstract: The recent rise in ethical consumerism has seen increasing numbers of corporate brands project a socially responsible and ethical image. But does having a corporate brand that is perceived to be ethical have any influence on outcome variables of interest for its product brands? This study analyzes the relationship between perceived ethicality at a corporate level, and brand trust, brand affect and brand loyalty at a product level. A theoretical framework with hypothesized relationships is developed and tested in order to answer the research question. Data have been collected for 45 product categories in the fast moving consumer goods sector using a panel of 4,027 Spanish consumers. The proposed relationships are tested using structural equations modeling. The results suggest there is a positive relationship between perceived ethicality of a brand and both brand trust and brand affect. Brand affect also positively influences brand trust. Further, brand trust and brand affect both show a positive relation with brand loyalty. The managerial and academic implications of the results are discussed.

Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty

Abstract: In an ever more transparent, digitalized, and connected environment, customers are increasingly pressuring brands to embrace genuine corporate social responsibility (CSR) practices and co-creation activities While both CSR and co-creation are social and collaborative processes, there is still little research examining whether CSR can boost co-creation In addition, while previous research has mainly related co-creation to emotional outcomes (eg, customer affective commitment), limited empirical research has related it to rational (eg, customer trust) and behavioral outcomes (eg, customer loyalty) To address these shortcomings in the literature, this paper examines the influence of CSR on customer loyalty, considering the mediating roles of co-creation and customer trust It also investigates the influence of co-creation on customer trust The data were collected in Spain in late 2017 using an online survey, and the sample contained 1101 customers of health insurance services brands Structural equation modeling was used to test the hypothesized relationships simultaneously The results show that CSR influences customer loyalty both directly and indirectly through co-creation and customer trust However, the indirect impact is the stronger of the two, implying that embracing co-creation activities and developing customer trust can make it easier for CSR practices to enhance customer loyalty In addition, co-creation has a direct effect on customer trust

The dependability of behavioral measurements: theory of generalizability for scores and profiles

Abstract: CROMBACH, Lee J., GLESER, Goldine C., NANDA, Harinder & RAJARATNAM, Nageswar. The dependability of behavioral measurements: theory of generalizability for scores and profiles. New York, John Wiley and Sons, 1972.

The Future of Competition: Co-Creating Unique Value with Customers

Abstract: THE FUTURE OF COMPETITION: CO-CREATING UNIQUE VALUE WITH CUSTOMERSC.K. Prahalad & Venkat RamaswamyThe authors - C.K. Prahlad and Venkat Ramaswamy, are known for their non-traditional approach and that has made possible to bring out this path breaking book. Unlearning age old management practices and understanding the changes that is sweeping the business world and giving a framework to the still evolving concept of co-creation of value where customer is at the centre stage is indeed a tough task. And authors have accomplished that with aplomb.Our industrial system is generating more goods and services than before but customer satisfaction remains low in spite of having overwhelming choices, profit level of companies is shrinking though many more decision making tools are at its disposal. What is going wrong and how to set this right? Companies are grappling with these issues and trying to fathom these problems. With the emerging technologies, customers are well informed, well connected with their peer groups and very active in their domain. Now customers have started playing dominant role in the value chain through co-creation of experience which enhances the value.The book can be divided into three distinct parts covering twelve chapters, highlighting future of competition and the role to be played by consumers, markets and companies. First six chapters develop the framework of consumers' role in the changing scenario. Early chapters give a brief account of the change that is taking place; how autonomy of companies in creating product value and satisfying consumers, is slowly and surely giving way to consumer-centric approach? How consumer and firm interact and co-create value, and how the cocreation experience becomes the very basis of value? The authors develop the co-creation experience framework in the subsequent chapters very cogently and lucidly. It goes like this, the co-creation experience depends highly on individuals. Each person's uniqueness affects co-creation process as well as co-creation experience. Dialogue, access, risk assessment and transparency (DART) are the building blocks of value co-creation process and companies use this to engage customer effectively as collaborator. In the domain of competition, co-creation experience plays the most important role in decision making. This process further gains momentum in the later chapters of first part as co-creation experience is shaped by dimensions such as choice of channels, options made available, quality of transaction and price-experience relationship. This experience will vary from consumer to consumer due to the different traits of individual. To ensure that the transaction between the consumer and the firm produces positive co-creation experience, the presence of an appropriate environment is imperative, authors develop this concept very carefully. This environments accommodate the heterogeneity of consumer and facilitate a variety of co-creation experience. In the present day world, emerging technology acts as an experience enabler, facilitating innovation in experience environment. With intense competition, sky high consumer expectation; consumer looks for uniqueness which is possible only through personalized co-creation experience. …

Theory of value co-creation: a systematic literature review

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...

Corporate citizenship as a marketing instrument: concepts, evidence and research directions

Abstract: Confronted with increasing pressures to limit government spending on social welfare, more and more public policy makers welcome the growing social involvement of corporations. Yet, inasmuch as corporate citizenship may be desirable for society as a whole, it is unlikely to be embraced by a large number of organizations unless it is associated with concrete business benefits. This paper presents past findings and proposes future research directions useful for understanding the potential value of corporate citizenship as a marketing tool. Specifically, after examining the nature of corporate citizenship, the paper discusses its potential impact, first on consumers, then on employees. Two conceptual frameworks are introduced to guide research on the value of corporate citizenship in terms of external and internal marketing respectively.