Brand Worlds: A Guide to Creating Holistic Worlds of Brand Experiences Through Communication

Diehl, Sandra; Terlutter, Ralf

doi:10.1007/978-3-030-86680-8_10

Cited by 3 publications

(5 citation statements)

References 35 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…These reactions forced Starbucks to change its agenda and policy (Allaire, 2020) to resolve the dialectic tension ( synthesis ). Agendas of different media, the corporate agenda and personal opinions merge (agenda-melding), therefore an integrated and authentic corporate communication of the company is essential (Diehl and Terlutter, 2022).…”

Section: Tvcsc: An Integrative Frameworkmentioning

confidence: 99%

“…Salient attributes (frames) are more likely to influence the evaluation of the objects (McCombs, 2005). As consumers in general are confronted with lots of information leading to an information overload, they are unwilling and unable to process all the information communicated (Diehl and Terlutter, 2022). It is thus important for service companies to identify frames that enjoy high success among the public and to emphasize these core attributes through communication.…”

Section: The Role Of Marketing Communications During the Pre-purchase...mentioning

confidence: 99%

“…To convey the image that the service provider cares about sustainability and acts in a socially responsible way, marketing communications ( promotion ) play an essential role in the service marketing mix. Yet, the other elements of the marketing mix also contribute to a consistent corporate image (Diehl and Terlutter, 2022) and need to be aligned to the transformative position of the company. Thus, we posit that a service and its marketing mix (7Ps) must be designed to be transformative in order to lead to TVC.…”

Section: Tvcsc: An Integrative Frameworkmentioning

confidence: 99%

“…It is important to attract consumers' attention in the pre-purchase phase as this is when the customer journey starts and here transformative topics that are relevant to consumers need to be selected and communicated. Marketing communication can be a powerful vehicle for creating holistic emotional brand worlds (Diehl and Terlutter, 2022), which can be particularly successful when the core theme is related to a transformative value (Diehl et al. , 2016) that is relevant for individuals, society at large and the planet.…”

Section: Tvcsc: An Integrative Frameworkmentioning

confidence: 99%

“…which media channels are most important in creating and communicating a transformative image). The creation of emotional transformative brand/service worlds (Diehl and Terlutter, 2022) could be very promising for establishing a unique and attractive image and positioning in the minds of consumers, however, this is another area where empirical research is lacking. Transformative marketing communication overlaps with CSR communication.…”

Section: Future Research Directivesmentioning

confidence: 99%

See 4 more Smart Citations

Delineating transformative value creation through service communications: an integrative framework

Tsiotsou

Diehl

2022

JOSM

Self Cite

View full text Add to dashboard Cite

PurposeTransformative value is a central tenet of transformative service research (TSR) because it affects individual and community well-being, quality of life and sustainability. Although transformative value plays a significant role in well-being, the literature suffers from a lack of sound interdisciplinary conceptual frameworks that delineate how transformative value is created in services throughout the service consumption process. Therefore, the purpose of this paper is to examine the nature and role of service communications during the various stages of the service consumption process to enable the creation of transformative value for people and the environment.Design/methodology/approachTo achieve the above goal, the authors integrate agenda-setting theory (media theory) combined with framing and relational dialectics (communication theories) as well as TSR.FindingsIn line with the objectives of the study, the authors propose an integrative framework named Transformative Value Creation via Service Communications (TVCSC) that explains how firms set their transformative corporate agendas through their dialectics with consumers, society and media. This transformative agenda is reflected in the marketing mix of their services (7Ps) as communicated with various means, physically and digitally (sales/frontline personnel, advertising, CSR, social media and website). Recommendations for a transformative marketing mix are provided. Furthermore, TVCSC illustrates how value is co-created in all customer–firm interactions via relationship dialectics throughout the service consumption process to result in transformative value outcomes.Research limitations/implicationsThe proposed framework identifies several research gaps and provides useful future research directions.Originality/valueThis is the first comprehensive framework that explains how transformative value is created through the various communications in services and is the outcome of value co-creation interactions of the service consumption process.

show abstract

Section: Tvcsc: An Integrative Frameworkmentioning

confidence: 99%

Section: The Role Of Marketing Communications During the Pre-purchase...mentioning

confidence: 99%

Section: Tvcsc: An Integrative Frameworkmentioning

confidence: 99%

Section: Tvcsc: An Integrative Frameworkmentioning

confidence: 99%

Section: Future Research Directivesmentioning

confidence: 99%

See 3 more Smart Citations

Delineating transformative value creation through service communications: an integrative framework

Tsiotsou

Diehl

2022

JOSM

Self Cite

View full text Add to dashboard Cite

show abstract

Current Trends and Future Developments in Media and Change Management

Diehl,

Koinig

2024

Medien- Und Kommunikationswissenschaft Der Zukunft

View full text Add to dashboard Cite

“You just have to join in” – A mixed-methods study on children’s media consumption worlds and parental mediation

Roth-Ebner

2022

Communications

View full text Add to dashboard Cite

In contemporary society, childhood is characterized as mediatized and commercialized. Media consumption worlds (MCWs) are a phenomenon that mirrors both aspects. They are narratives that are presented through various media platforms, games, and merchandising products. In this paper, the concept of children’s MCWs is developed theoretically and investigated empirically using the case of primary school children’s appropriation of MCWs as well as parental mediation and attitude in Austria and Germany. A mixed-methods design was applied, starting with qualitative interviews with children and their parents and followed by an online survey for parents (N=327). The study revealed that children find individual ways to deal with MCWs, some of which foster creativity and self-expression but also consumerism. The parents’ attitude is ambivalent. They view MCWs as beneficial in terms of creativity, positive values, and as peer group experience. However, parents observe critically that MCWs lure children to the media and to consumption.

show abstract

Brand Worlds: A Guide to Creating Holistic Worlds of Brand Experiences Through Communication

Cited by 3 publications

References 35 publications

Delineating transformative value creation through service communications: an integrative framework

Delineating transformative value creation through service communications: an integrative framework

Current Trends and Future Developments in Media and Change Management

“You just have to join in” – A mixed-methods study on children’s media consumption worlds and parental mediation

Contact Info

Product

Resources

About