Branding co-creation with members of online brand communities

Hajli, Nick; Shanmugam, Mohana; Papagiannidis, Savvas; Zahay, Debra; Richard, Marie Odile

doi:10.1016/j.jbusres.2016.08.026

Cited by 238 publications

(189 citation statements)

References 71 publications

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“…SM implies the formulation and implementation of the main objectives and initiatives adopted by the senior managers of a company, in relation to owners, based on the consideration of the resources, and an evaluation of the external and internal environment in which the organization competes [53]. us, it should have at least five attributes to be a business strategy [54]: (1) be measurable, (2) clarity in the objectives, (3) resource consumption, (4) assignment of responsible, and (5) that it can be checked. Companies now focus more on exploitation of external resources such as customers, rather than internal efficiency, to gain new competitive advantages.…”

Section: Company Strategymentioning

confidence: 99%

Conceptual Framework for the Strategic Management: A Literature Review—Descriptive

Fuertes

Alfaro

Vargas

et al. 2020

Journal of Engineering

169

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The objective of this work is to review the literature of the main concepts that lead to determining the strategic approach, creation of strategies, organizational structures, strategy formulation, and strategic evaluation as a guide for the organizational management, taking into account the effects produced by the different types of strategies on the performance of organizations. In this article, the systemic literature review method was used to synthesize the result of multiple investigations and scientific literature. The process of reading and analysis of the literature was carried out through digital search engines with keywords in areas related to the strategic management. This research reveals the lack of scientific literature containing important theoretical concepts that serve the strategists as a guide in the creation, formulation, and evaluation of strategies. This review contributes to the existing literature by examining the impact of the strategic management on the organizational performance.

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Section: Company Strategymentioning

confidence: 99%

Conceptual Framework for the Strategic Management: A Literature Review—Descriptive

Fuertes

Alfaro

Vargas

et al. 2020

Journal of Engineering

169

View full text Add to dashboard Cite

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“…Numerous previous research has been allocated to examining the antecedents and consequences of customer loyalty (Pan et al, 2012) because loyalty is connected with other complex constructs such as customer involvement, trust, satisfaction, commitment, and engagement (Hajli et al, 2017), that's to say, related to relationship quality. This study defined relationship quality as the degree to which both parties in a relationship are engaged in an active, long-term working relationship and operationalised the construct using indicators of satisfaction, trust, and commitment (Hewett et al, 2002).…”

Section: Literature Reviewmentioning

confidence: 99%

The Roles of Relationships and Service Quality as Drivers of Customer Loyalty: An Empirical Study

Ali¹

2020

JSS

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This study empirically examines 270 B2B firms based in Guangdong province, China, in an attempt to increase understanding of the interplays between service quality, relationship quality and customer loyalty from a social exchange theory viewpoint. The study reveals that service quality is positively related to relationship quality, relationship quality is positively related to customer loyalty, and service quality is positively related to customer loyalty. At the same time, relationship quality partially mediates the relationship between service quality and customer loyalty. The study offers useful insights to practitioners on how to cultivate better relationships with collaborators through offering better services which in turn help them retain customers. 16 Open Journal of Social Sciences eyewear processing and manufacturing industry in Guangdong province as an example to investigate the relationships between service quality, relationship quality, and customer loyalty, aiming at clarifying the mechanisms by which service quality influences relationship quality and customer loyalty in the processing and manufacturing industry, compensating for the lack of relevant research works, and providing some guidance for firms regarding how to reduce costs and enhance competitiveness.This study is relevant from the viewpoints of both theory and practice. From a theoretical viewpoint, the findings of this research contribute to a better understanding of the antecedents of customer loyalty. From a managerial viewpoint, we offer guidance for service providing firms regarding the suitability of the strategies they employ to cultivate customer loyalty.

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“…Consumer engagement indicates a state of connectedness between consumer and brand (Calder & Malthouse, 2008) and "reflects a motivational state" (Hollebeek, Glynn, & Brodie, 2014, p. 150) (Hollebeek et al, 2014) and have identified that engagement adds brand value, loyalty, and trust amongst members of the community (Connell, Marciniak, Carey, & Mccoll, 2019;Kamboj, Sarmah, Guptac, & Dwivedi, 2017). By extending this premise to wider institutional concerns, SM platforms have the potential to facilitate consumer engagement with CIEs who can galvanise and inspire the mainstream consumer towards more sustainable behaviours.…”

Section: Consumer Engagementmentioning

confidence: 99%

Taking sustainable fashion mainstream: Social media and the institutional celebrity entrepreneur

McKeown

Shearer

2019

J of Consumer Behaviour

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There is a growing imperative to address the negative environmental impact of fashion and an increased awareness of sustainability issues: the sustainable fashion concept (SFC). However, while consumers are becoming more aware and concerned about sustainability, this is not resulting in the purchase of sustainable fashion products in preference to “mainstream” goods. This so‐called attitude–behaviour gap is well documented in academic literature, and yet there is a lack of research into potential methods of disrupting this phenomenon. This study seeks to redress this by examining the potential influence of celebrity institutional entrepreneurs (CIEs) to raise awareness of the SFC and to therefore guide and change consumer behaviour towards more sustainable practice. CIEs are celebrities who use their social position to espouse their values with the intention of influencing institutional habits and behaviours. In this case, Emma Watson is identified as an appropriate and credible proponent, and her @the_press_tour Instagram account was used to examine her influence. A netnographic investigation of this account was conducted in combination with eight in‐depth interviews with account followers to examine attitudes and actions towards sustainable fashion. Findings showed that the account had partial impact on consumer engagement with the SFC in that it led to the participants being more likely to discuss and consider the issues around sustainable fashion; however, it had no significant impact on purchases of sustainable fashion. The study concludes that CIEs can impact the attitudes of mainstream consumers towards sustainable fashion; however, further research is required to determine any long‐term influence.

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Branding co-creation with members of online brand communities

Abstract: This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International licence Newcastle University ePrints-eprint.ncl.ac.uk

Cited by 238 publications

References 71 publications

Conceptual Framework for the Strategic Management: A Literature Review—Descriptive

Conceptual Framework for the Strategic Management: A Literature Review—Descriptive

The Roles of Relationships and Service Quality as Drivers of Customer Loyalty: An Empirical Study

Taking sustainable fashion mainstream: Social media and the institutional celebrity entrepreneur

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