The Internet of Things and interaction style: the effect of smart interaction on brand attachment

Wu, Jintao; Chen, Jun Song; Dou, Wenbin

doi:10.1080/0267257x.2016.1233132

Cited by 87 publications

(63 citation statements)

References 44 publications

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“…For example, firms that use a platform-based business model often bring together partners that help cocreate the entire brand experience. Alternatively, firms that allow their products to interact with voice-controlled smart devices such as Amazon’s Echo or with home automation hubs such as Wink Hub are also relinquishing some control, as brand associations can transfer to and from these partner brands to the focal one with potentially serious consequences for brands’ performance and business survival (Wu, Chen, and Dou 2017). The blurring of brand boundaries is a key consequence of the rise of the sharing economy, which “offers temporary access as an alternative to permanent ownership” (Eckhardt et al 2019, p.2), and which has expanded the role of customers to span both the demand and supply sides.…”

Section: Blurring and Broadening Of Branding In A Hyperconnected Worldmentioning

confidence: 99%

Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries

Swaminathan¹,

Sorescu²,

Steenkamp³

et al. 2020

Journal of Marketing

283

211

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Technological advances have resulted in a hyperconnected world, requiring a reassessment of branding research from the perspectives of firms, consumers, and society. Brands are shifting away from single ownership to shared ownership, as heightened access to information and people is allowing more stakeholders to cocreate brand meanings and experiences alongside traditional brand owners and managers. Moreover, hyperconnectivity has allowed existing brands to expand their geographic reach and societal roles, while new types of branded entities (ideas, people, places, and organizational brands) are further stretching the branding space. To help establish a new branding paradigm that accounts for these changes, the authors address the following questions: (1) What are the roles and functions of brands?, (2) How is brand value (co)created?, and (3) How should brands be managed? Throughout the article, the authors also identify future research issues that require scholarly attention, with the aim of aligning branding theory and practice with the realities of a hyperconnected world.

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Section: Blurring and Broadening Of Branding In A Hyperconnected Worldmentioning

confidence: 99%

Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries

Swaminathan¹,

Sorescu²,

Steenkamp³

et al. 2020

Journal of Marketing

283

211

View full text Add to dashboard Cite

show abstract

“…Beyond the service innovation, the IoT creates value by improving brand warmth, brand competence, as well as the brand attachment perceived by the customers [85]. The interaction style between a company and their target customers determines the audiences' understanding and evaluation of the services.…”

Section: Service Innovation: Benefits and Opportunitiesmentioning

confidence: 99%

Internet of Things: A systematic review of the business literature from the user and organisational perspectives

Papagiannidis

Alamanos

2018

Technological Forecasting and Social Change

187

105

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The Internet of Things is a new technological paradigm that aims to connect anything and anyone at any time and any place, giving rise to innovative new applications and services. In doing so, it offers a number of opportunities and challenges that users and organisations need to tackle. In this paper we systematically review the business literature related to the Internet of Things and provide a critical account of the latest state of play. More specifically, we adopt two perspectives: that of the user and that of the organisation. After outlining the methodological approach adopted, we consider the definitions of the Internet of Things. Then, in turn, we discuss the relevant business literature from each perspective. The paper concludes with a synthesis of the emerging themes and potential avenues for future research.

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“…Wedel and Kannan (2016) stated that data analytics in the context of the internet of things must address customers' privacy and data security. Wu et al (2017) stated that the internet of things will enable new services for consumers such as alerts and notifications of product changes. Porter and Heppelmann (2014) commented that smart, connected products allow companies to form new kinds of relationships with customers, requiring new marketing practices and skill sets.…”

Section: Internet Of Things Marketing Supportmentioning

confidence: 99%

Internet of things support for marketing activities

Taylor

Reilly

Wren

2018

Journal of Strategic Marketing

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Internet enabled consumer devices are beginning to be developed by manufacturers. In this paper, we examine how the internet of things can support marketing activities including customer relationship management, business intelligence and product design. In particular, the research reported in this paper examines how the internet of things can provide communication channels to support targeted marketing for product owners and enhance customer relationship management and product support. In addition, in this paper we examine how data gained from the operational use of internet-enabled devices can support business intelligence in terms of how consumers actually use a product, and can also support new product design in terms what features of current internet enabled products are most commonly used, and how they are used.

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The Internet of Things and interaction style: the effect of smart interaction on brand attachment

Cited by 87 publications

References 44 publications

Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries

Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries

Internet of Things: A systematic review of the business literature from the user and organisational perspectives

Internet of things support for marketing activities

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