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Branding co-creation with members of online brand communities
Institution:1. Newcastle University Business School, 5 Barrack Road, Newcastle upon Tyne NE1 4SE, United Kingdom;2. College of Information Technology, Universiti Tenaga Nasional (UNITEN), Malaysia;3. David Goldman Prof of Innovation & Enterprise, Newcastle University, United Kingdom;4. Marketing and Entrepreneurship, St. Edward''s University, United States;5. Department of Business Management, State University of New York Polytechnic Institute, United States;1. University of Eastern Piedmont, Via Ettore Perrone, 18, 28100 Novara, Italy;2. Faculty of Business, Oxford Brookes University, Wheatley Campus, Oxford OX33 1HX, United Kingdom;1. University of Beira Interior and NECE, Department of Business and Economics, Estrada do Sineiro, 6200-209, Covilhã, Portugal;2. Polytechnic Institute of Castelo Branco and NECE, Escola Superior de Gestão, Largo do Município, 6060-163 Idanha-a-Nova, Portugal;1. University of Hawai''i at Manoa, Shidler College of Business, 2404 Maile Way, Honolulu, HI 96822, USA;2. California State University Monterey Bay, College of Business, Valley Hall Suite A, 100 Campus Center, Seaside, CA 93955, USA;3. University of Denver, Daniels College of Business, 2101 S. University Boulevard, Suite 491, Denver, CO 80208-8942, USA
Abstract:This article looks at the co-creation of value in the branding process with members of online communities. Three online communities in Iran are analyzed through 45 interviews with members along with three interviews with top managers of the three brands of these communities. A content analysis shows a clear process in that the social interactions of customers in online brand communities with their favorite brands help develop relationship quality and increase customer brand loyalty. The findings suggest that firms may develop their branding strategies using social media and online brand communities through relationship marketing by using an online co-creation strategy. The findings also serve to inform practitioners of the impact of social media on branding and how they can best facilitate these brand relationships.
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