Journal ArticleDOI
The organic view of the brand: A brand value co-creation model
TLDR
In this article, an integrated value co-creation model (BVCC) is proposed to understand how brand value is co-created together with other stakeholders, which can be used in different business settings.Abstract:
Brand management has evolved from its original focus on product differentiation (for example, Aaker, 1996) to new perspectives that include service brands (for example, Berry, 2000) and corporate brands (for example, Balmer, 1995). This represents the emergence of a new approach that understands brands as social processes that involve multiple stakeholders. This also creates the need to better understand how brand value is co-created together with other stakeholders (Brodie et al, 2009; Hatch and Schultz, 2010; Frow and Payne, 2011). In this respect, there is an opportunity to build an integrated brand value co-creation model (BVCC) (Merz et al, 2009) that can be used in different business settings (Wallstrom et al, 2008; Payne et al, 2009; Pillai, 2012).read more
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Business to business digital content marketing: Marketers’ perceptions of best practice
Geraint Holliman,Jennifer Rowley +1 more
TL;DR: In this article, the authors draw attention to the emerging phenomenon of business to business (B2B) digital content marketing, offers a range of insights and reflections on good practice and contributes to theoretical understanding of the role of digital content in marketing.
Journal ArticleDOI
How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy
TL;DR: In this paper, the authors investigated the effect of sensory brand experience on brand equity in the banking industry, through customer satisfaction and customer affective commitment, and examined whether employee empathy moderates the impacts of sensory-brand experience on customer satisfaction.
Journal ArticleDOI
Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty
TL;DR: In this paper, the authors examined the influence of CSR on customer loyalty, considering the mediating roles of co-creation and customer trust, and investigated the influence on customer trust.
Journal ArticleDOI
How does the Perceived Ethicality of Corporate Services Brands Influence Loyalty and Positive Word-of-Mouth? Analyzing the Roles of Empathy, Affective Commitment, and Perceived Quality
TL;DR: In this paper, the authors empirically examined the effects of customer perceived ethicality in the context of corporate services brands, based on data collected for eight service categories using a panel of 2179 customers, the hypothesized structural model is tested using path analysis.
Journal ArticleDOI
Brand co-creation through social commerce information sharing: The role of social media
TL;DR: In this paper, a socio-technical theory was used to build a model of brand co-creation with key antecedents, including social commerce information sharing, social support, and relationship quality, with privacy concerns as a moderator.
References
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Book
Qualitative Inquiry and Research Design : Choosing Among Five Approaches
John W. Creswell,Cheryl Poth +1 more
TL;DR: Poth mengeksplorasi dasar filosofis, sejarah, and elemen kunci dari lima pendekatan penelitian kualitatif as mentioned in this paper.
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Designing Qualitative Research
TL;DR: In this article, the authors present an approach for recording, managing, and analyzing data in the context of qualitative research, defending the value and logic of research, and managing time and resources.
Journal ArticleDOI
Evolving to a New Dominant Logic for Marketing
Stephen L. Vargo,Robert F. Lusch +1 more
TL;DR: The authors argue that service provision rather than goods is fundamental to economic exchange and argue that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision is fundamental for economic exchange.
Journal ArticleDOI
Conceptualizing, measuring, and managing customer-based brand equity
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
Journal ArticleDOI
Co-creation experiences: The next practice in value creation
TL;DR: The meaning of value and the process of value creation are rapidly shifting from a product-and firm-centric view to personalized consumer experiences as discussed by the authors, and consumers are increasingly co-creating value with the firm.