Luxury brand value co-creation with online brand communities in the service encounter

Chapman, Alexis; Dilmperi, Athina

doi:10.1016/j.jbusres.2022.01.068

Cited by 46 publications

(28 citation statements)

References 95 publications

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“…Instagram emphasizes elements of visual presentation such as creative layouts and the sharing of “stories,” which deepen the brand image in the minds of consumers. Hence, online communication is an important way to “keep in touch” and connect with customers, and video, photo and audio content can be used to achieve interactive relationships (Chapman and Dilmperi, 2022).…”

Section: Discussionmentioning

confidence: 99%

“…Socially shared cognition is not limited to individual thought but is rather the constructed, shared and distributed cognition among individuals within groups (Thompson and Fine, 1999). Online communities were created by brands, are an excellent environment to study value co-creation, as both brands and their customers contribute to content creation (Chapman and Dilmperi, 2022). This perspective can be applied to topics in online community value co-creation to extend based on TSSC.…”

Section: Introductionmentioning

confidence: 99%

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An integrative model for online community citizenship behavior of luxury fashion brands on Instagram

Hsu

2023

JFMM

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PurposeThis study explores the creation of online brand relationships from the personal, social and brand perspectives of social media and its influence on the community citizenship behavior to establish an integrative model. With social identity theory (SIT) and the theory of socially shared cognition (TSSC) as the theoretical basis for model integration, this study identifies the key factors that maintain the relationship between online community members and brands and prompt brand members to establish a close emotional connection with the brand and generate community citizenship behavior for the brand.Design/methodology/approachThis study examines community members who own products from luxury fashion brands (e.g. Louis Vuitton, Chanel and Hermès) and have followed the official Instagram account of the luxury fashion brand for at least 1 year, with a total of 582 valid samples. Structural equation modeling (SEM) is used to test the model.FindingsAll except for one of the hypotheses are supported, and the theoretical model exhibits acceptable goodness-of-fit. The strongest effect is that of brand community identification on affective brand commitment, followed by that of online co-creation on community citizenship behavior and that of brand commitment on community citizenship behavior.Originality/valueSIT was used as the basis and extended to the TSSC to integrate the theoretical perspectives. This study identifies the online brand relationship between service providers and consumers, explores possible causes and consequences from multiple perspectives and proposes conclusions and practical management implications as references for marketing personnel.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

An integrative model for online community citizenship behavior of luxury fashion brands on Instagram

Hsu

2023

JFMM

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“…Although the number of users in virtual knowledge communities is significant, fewer users contribute knowledge in virtual knowledge communities. Nielsen found that in most virtual proposed communities, 90% of users never contribute content, 9% contribute content occasionally, and 1% contribute the most content [17]. The virtual knowledge community's knowledge contributors gradually lose interest in contributing knowledge, and it is difficult to maintain existing users and encourage sustainable knowledge contributions.…”

Section: Practical Implicationsmentioning

confidence: 99%

Platform Matters: How Can Virtual Knowledge Communities Achieve Value Co-Creation Among Users in the Sharing Economy?

Ding¹

2023

JID

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Under the sharing economy model, how value is co-created has changed significantly, with users beginning to participate more actively and proactively in the value creation process of enterprises, gradually becoming the core driver of value creation. Virtual knowledge communities have developed rapidly among the application areas of the sharing economy. In the context of high-quality development, the flourishing development of virtual knowledge communities helps promote the entire flow of knowledge in society and better serves the national innovation-driven development strategy. At the same time, a series of problems have emerged in the rapid development of virtual knowledge communities, such as poor user experience, a single way of realization and uneven content in the communities. As an important channel and hub for users to exchange information and acquire knowledge, the core problem that virtual knowledge communities need to solve is attracting users and motivating them to share their expertise and actively participate in the value-creation process. Based on the Zhihu case, this paper aims to explore the value co-creation mechanism of users in virtual knowledge communities to optimize platform services, enhance user participation and promote the exchange and dissemination of knowledge.

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“…In such contexts, customers are more likely to co-create brand value since they identify with the brand, their passion will be much more significant, and they will be committed to making the brand grow and gaining recognition. In the luxury sector, studies have shown that the experience with the brand is hedonic and that the greater the pleasurable experience, the greater the intention to co-create with the brand ( Chapman and Dilmperi, 2022 ). In the case of the banking sector, the possibility of creating pleasurable experiences is challenging.…”

Section: Conclusion Implications and Limitationsmentioning

confidence: 99%

What type of client do you need? The brand value co-creation in the banking sector

2022

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Service-dominant logic established that for the success of service industries, it is vital to acknowledge the customer as an active agent in the commercial ecosystem. To carry it out, the consumer must participate in value creation. The resource integration theory exposes the importance of recognizing the customer as an agent capable of improving the company’s competitive advantage. It is only necessary for the participants to perceive benefits to make their resources available and integrate them into the co-creation process. This study aims to find the key customer-based factors that influence the brand value co-creation (VCC) process in the banking sector, analyzing the dynamics in different customers across national cultures and idiosyncrasies. In this paper, we analyze the potential heterogeneous idiosyncrasy of customers and how it leads to becoming more engaged in the co-creation process. Quantitative research was performed in five countries, obtaining a total of 2,029 valid questionnaires where latent profile analyses and ANOVAs were performed to identify and describe the latent profiles (LPA) of consumer co-creators of brand value. Afterward, a PLS-SEM was performed to test the research model in each segment. The results show four different profiles of customer co-creators of brand value, from non-co-creators (detractors), skeptical and neutral, to customers committed to co-creating brand value with their banks. The results indicate that detractor customers lack the motivations and resources to carry out co-creation behaviors. On the other hand, creativity and connectedness were crucial for customers co-creators of value. To the authors’ understanding, no studies have used latent segmentation to find the profiles of customer co-creators of brand value.

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Luxury brand value co-creation with online brand communities in the service encounter

Cited by 46 publications

References 95 publications

An integrative model for online community citizenship behavior of luxury fashion brands on Instagram

An integrative model for online community citizenship behavior of luxury fashion brands on Instagram

Platform Matters: How Can Virtual Knowledge Communities Achieve Value Co-Creation Among Users in the Sharing Economy?

What type of client do you need? The brand value co-creation in the banking sector

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