Higher Price: A Benefit of Online Value Co-Creation Activities in Sponsored Communities

Chen, Aihui; Lu, Yaobin; Gong, Yeming

doi:10.1016/j.im.2022.103703

Cited by 8 publications

(2 citation statements)

References 101 publications

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“…Consumers are willing to pay high prices if mediated by brand satisfaction (A. Chen et al, 2022). This proves emotional labor as an important role in tourism (Shyju et al, 2023).…”

Section: Nostalgia Marketing To Premium Pricementioning

confidence: 99%

Nostalgic Marketing and its Antecedents on Gen X

Puspitasari,

Saputra,

Casmi

2024

J. Professional Business Review

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Purpose: This study aims to see the extent of Borobudur temple as heritage tourism with neuromarketing/nostalgia as its main indicator. Theoretical Framework: The basic theory used is neuromarketing theory. Nostalgia as neuromarketing is defined as an emotion that has implications for a series of complex psychological processes, including social behavior. This social behavior is also related to a person's consumption behavior towards certain purchases which creates a nostalgic impact on that person. This consumption behavior is related to the marketing strategy implemented by the marketing object. Design/Methodology: The research method used is the Structural Equation Modeling (SEM) SmartPLS version 4 model. With validity, reliability and goodness of fit analysis tools to answer the research hypothesis. Findings: The results obtained by nostalgia marketing have a positive and significant effect on brand reputation, service quality, and premium price. Brand reputation and premium price do not mediate nostalgic marketing on customer satisfaction, while service quality mediates. Last result, brand reputation and premium price had no effect on customer satisfaction, while service quality had a positive and significant effect. Practical and Social Effects: Tourists' perception of tourist attractions is formed not only on the basis of individual knowledge and beliefs about the characteristics of the site, but also their feelings and perceptions of the destination. Thus, if we want to strengthen again, there is a need for an age-old relationship between tourists and brands. With constant satisfaction, respondent satisfaction remains high to an insignificant price, and commitment and loyalty will be formed. Value or Origin: The many historical tourism sectors in Indonesia and the high number of older visitors make this sector a source of economic and regional growth. This is reinforced by data from Borobudur Temple as the largest Buddhist temple heritage tourist attraction in the world, where 23% of visitors or tourists are over 50 years old. At that age, what motivation makes them visit if not memories and historical facts of the past. Remembering the past, it is easiest to visit the subject directly, this is important in studying neuromarketing and emotions in business.

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“…Consumers are willing to pay high prices if mediated by brand satisfaction (A. Chen et al, 2022). This proves emotional labor as an important role in tourism (Shyju et al, 2023).…”

Section: Nostalgia Marketing To Premium Pricementioning

confidence: 99%

Nostalgic Marketing and its Antecedents on Gen X

Puspitasari,

Saputra,

Casmi

2024

J. Professional Business Review

View full text Add to dashboard Cite

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“…The former focuses on the connection with a brand related to a consumer's identity, who a person is (i.e., some consumers love the MacBook because it represents them). In the latter case, the link appears because the brand offers benefits that are meaningful in terms of fulfilling instrumental values (i.e., the MacBook is essential for some consumers to do their work or for entertainment purposes) (Chen et al, 2022). Thus, if a brand is able to forge a link with a consumer's identities, goals, and concerns, SBC will have been achieved (Lin et al, 2021).…”

Section: The Formation Of Self-brand Connection In the Channel-mix Co...mentioning

confidence: 99%

Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement

Rodríguez-Torrico,

San José Cabezudo,

San-Martín

2023

JPBM

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Purpose In the channel-mix era, the customer journey involves combining channels during all the stages of the decision-making process, such that creating and maintaining relationships with consumers poses a challenge to retailers. This work aims to explore what role brands play in this issue by analyzing what impact the perceived benefits of brand channel-mix have on consumer self–brand connection (SBC) and what their effect is in enduring consumer–brand relationships (i.e. future channel-mix use and word of mouth [WOM]). This paper also explores the moderating role of product involvement in these relations. Design/methodology/approach The authors carried out a personal questionnaire with a sample of 288 consumers who were recruited after leaving one of the stores of a clothing brand that is a successful example of distribution channel management. Findings Insofar as consumers perceive channel-mix benefits, SBC will be higher and (or as a result) their future intentions with the brand will be more intense. In addition, the results show that product involvement moderates the relationship between SBC and channel-mix use intention and WOM. Originality/value This work contributes to channel-mix, relationship marketing, brand and product involvement literature by analyzing how customers may be retained in the channel-mix era through brand management and by considering product category involvement. This study merges brand and product variables to explore their impact on relationship marketing within channel-mix behaviors.

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Doing good with flow: Unlocking brand passion through virtual CSR co‐creation participation and immersive experiences

Suo,

Dai,

Gong

2024

Corp Soc Responsibility Env

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Advancements in social media technology have empowered brands to engage in virtual Corporate Social Responsibility (CSR) co‐creation activities, which are crucial for CSR success and sustainability. Employing four scenario‐based experimental studies (1049 samples in total) alongside analyses of variance (ANOVA) and regression methodologies, we investigate how virtual CSR co‐creation activities impact consumer emotional reactions and branding behaviors. The SPSS software and the Process macro were used for data analysis. The results reveal that higher persistence (Study 1) and deeper participation (Study 2) in virtual CSR co‐creation are more likely to enhance brand passion. Flow experience mediates the above positive relationship between virtual CSR co‐creation and brand passion. Furthermore, when virtual CSR co‐creation activities take place in private settings rather than public settings, the positive effects of consumers' participation persistence and depth on brand passion will be attenuated. This work advances the theoretical understanding of brand passion within the domain of virtual CSR co‐creation. It provides new perspectives and practical implications for enhancing consumer‐brand relationships through virtual CSR co‐creation activities.

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Higher Price: A Benefit of Online Value Co-Creation Activities in Sponsored Communities

Cited by 8 publications

References 101 publications

Nostalgic Marketing and its Antecedents on Gen X

Nostalgic Marketing and its Antecedents on Gen X

Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement

Doing good with flow: Unlocking brand passion through virtual CSR co‐creation participation and immersive experiences

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