Search results

1 – 10 of over 103000
Article
Publication date: 2 August 2019

Sanmitra Sarkar and Saikat Banerjee

The purpose of this paper is to find prior research work on brand co-creation and the role of different stakeholders in brand co-creation and to come up with a conceptual model…

1230

Abstract

Purpose

The purpose of this paper is to find prior research work on brand co-creation and the role of different stakeholders in brand co-creation and to come up with a conceptual model that can be empirically validated.

Design/methodology/approach

A keyword approach has been used to find earlier published papers on co-creation and the role of different stakeholders in co-creation. The focus was more on brand co-creation. The inclusion criteria are empirical or conceptual research papers, books, conference papers, peer reviewed and published in English language journals. As the topic is encompassing various themes, a wide variety of academic resources were reviewed.

Findings

The history of literature brings forth the two major stakeholders consumers and organizations. The importance of third important stakeholder, i.e. suppliers has been mostly overlooked. However, previous studies show that appropriately managed supplier involvement can diminish product and brand development time and cost and it may provide access to newer technologies and better quality. Hence, for a successful brand co-creation one must not forget the importance of suppliers. Along with the motives and outcomes of brand co-creation from consumer and organization perspective this research aims to look into the supplier perspective of the brand co-creation framework.

Originality/value

This is the first academic literature review on brand co-creation from a triadic stakeholder perspective of consumers, organizations and suppliers. Also there is no comprehensive model that exists for brand co-creation looking at its input and its overall outcome. This review provides a bibliography of academic literature from 1959 to 2018 covering 150 journals.

Details

European Business Review, vol. 31 no. 5
Type: Research Article
ISSN: 0955-534X

Keywords

Article
Publication date: 10 October 2016

Joanna Minkiewicz, Kerrie Bridson and Jody Evans

The increased involvement of customers in their experience is a reality for all service organisations. The purpose of this paper is to explore the way organisations collaborate…

2258

Abstract

Purpose

The increased involvement of customers in their experience is a reality for all service organisations. The purpose of this paper is to explore the way organisations collaborate with customers to facilitate consumption of cultural experiences through the lens of co-production. Although organisations are typically an integral part of the co-production process, co-production is typically considered from a consumer angle. Aligned with the service ecosystem perspective and value-in-cultural context, this research aims to provide greater insight into the processes and resources that institutions apply to co-produce experiences with consumers and the drivers and inhibitors of such processes.

Design/methodology/approach

Case study research with three exemplar organisations, using in-depth interviews with key informants was used to investigate the processes organisations follow in co-producing the service experience with customers, as well as the drivers and inhibitors of organisational co-production of the service experience in the cultural sector.

Findings

The findings illuminate that cultural organisations are co-producing the service experience with their customers, as revealed through a number of key processes: inviting customers to actively participate in the experience, engaging customers and supporting customers in the co-production of the experience. Increasingly demanding consumers and a changing competitive landscape are strong external drivers of co-production. Visionary leadership and consumer-focussed employees are internal factors impelling organisations to co-produce experiences with consumers. A strong curatorial orientation, complex organisational structure, employee attitude and capability gaps and funding constraints are impediments towards organisations co-producing experiences with consumers.

Originality/value

This paper addresses a gap in Service-Dominant logic theory, arts/cultural marketing and broader services marketing literature by proposing a broadened conceptualisation of co-production of the service experience. This conceptualisation can be used as a platform to derive strategic imperatives for managers of service organisations. The findings highlight the key practices and resources that are central to organisations co-producing experience with customers. In this way, greater understanding of institutional logics and practices that underpin experience co-production emerges.

Details

Journal of Services Marketing, vol. 30 no. 7
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 6 March 2020

Joe Phua, S. Venus Jin and Jihoon (Jay) Kim

Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages.

5913

Abstract

Purpose

Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages.

Design/methodology/approach

Experiment 1 (N = 294) examined effects of organization (brand vs nonprofit) and message types (egoistic vs altruistic) on consumer responses to Instagram-based pro-veganism content. Experiment 2 (N = 288) examined effects of source type (celebrity vs noncelebrity) and message valence (positive vs negative) on consumer responses to Instagram-based pro-veganism content.

Findings

Results demonstrated significant main effects of organization type, with consumers indicating more positive attitudes and higher credibility toward the brand. Significant main effects of message type were also found, with altruistic messages eliciting higher perceived information value than egoistic messages. Subjective norms had moderating effects on attitude toward the organization, while attitude toward veganism had moderating effects on perceived information value. Results also indicated significant main effects of message valence on perceived information value of pro-veganism Instagram posts and significant interaction effects of the two manipulated factors on intention to spread electronic word-of-mouth (eWOM) about pro-veganism.

Originality/value

Implications for use of Instagram-based health marketing communication about veganism were discussed. Specifically, organizations looking to use social media to influence attitudes and behavioral intentions toward health issues should seek to reach their target audiences through selecting endorsers and messages that will optimally present the health issue in a relatable and engaging way.

Details

Online Information Review, vol. 44 no. 3
Type: Research Article
ISSN: 1468-4527

Keywords

Book part
Publication date: 14 November 2017

Domenico Dentoni, Kim Poldner, Stefano Pascucci and William B. Gartner

The objective of this chapter is to understand innovative processes of resource redeployment taking place during consumption. We label this as consumer entrepreneurship. We define…

Abstract

The objective of this chapter is to understand innovative processes of resource redeployment taking place during consumption. We label this as consumer entrepreneurship. We define consumer entrepreneurship as the process of sharing and recombining resources innovatively to seek opportunities for self-creating user value. Through the illustration of heterogeneous forms of consumer peer-to-peer sharing, we argue that consumer entrepreneurship: (1) differs ontologically from a view of entrepreneurship as creation of exchange value; (2) bridges the notion, established in marketing studies, of consumers as value creators with the field of entrepreneurship; (3) develops mostly when the process of sharing is regulated informally, based on trust relationships; and (4) thrives as groups of sharing consumers discover and enact their values through the experimentation of multiple forms of product and service procurement. On the basis of these points, consumer entrepreneurship contributes to provide a novel perspective on hybrid organizations, that is, a view of hybrid organizations as everyday spaces where consumers create heterogeneous forms of (utilitarian, social, or environmental) value that they personally use as opposed to reward exchanges. Relative to the current definition of hybrid organizations (Pache & Santos, 2013) and organizing (Battilana & Lee, 2014), we argue that consumer entrepreneurship helps better explain “why, when, and how” consumers increasingly engage in peer-to-peer sharing organizations – a fledging and still underexplored way of organizing consumption worldwide.

Details

Hybrid Ventures
Type: Book
ISBN: 978-1-78743-078-5

Keywords

Article
Publication date: 28 October 2020

Sanmitra Sarkar and Saikat Banerjee

The purpose of this paper is to empirically validate the role of different stakeholders in a co-creation context. In this paper, a new triadic brand co-creation concept has been…

1179

Abstract

Purpose

The purpose of this paper is to empirically validate the role of different stakeholders in a co-creation context. In this paper, a new triadic brand co-creation concept has been presented highlighting why consumers participate in brand co-creation, what is the role of the organizing company and what is the role of suppliers in such event and what are the benefits each of these three stakeholders receives in-turn of participating in such an event.

Design/methodology/approach

A quantitative approach has been adopted in this study using structural equation modeling to verify brand co-creation from the triadic stakeholder participation standpoint.

Findings

The empirical study validates that consumer’s perceived psychological benefits, brand self-connection and participation in brand communities all have a positive impact on the brand co-creation process. The results also suggest co-creating organizations should create an environment of trust and openness in such a brand co-creation event and they should show participatory leadership and provide proper tools and training to the participating consumers. The participating suppliers should show higher levels of professionalism, they should be willing to invest in research and development (R&D) and collaborate with organizations in their R&D effort. The results also validate that the brand co-creation event ensures increased brand knowledge and value of consumers. Also, brand co-creation is positively related to purchasing, helping others and consumers’ feedback intention. Through brand co-creation sponsoring organizations creates innovation and reduces resource issues and marketing costs. The results also show that brand co-creation can lead to better brand loyalty among consumers. Suppliers should also be actively engaged in brand co-creation as it leads to a better performance in terms of greater revenue, market offerings and reputation.

Research limitations/implications

The research investigates all aspects of inputs and benefits of the three different stakeholders – consumers, organizations and suppliers. It gives a comprehensive framework to validate the roles and benefits of each of the stakeholders from a consumer’s viewpoint. It conceptualizes and validates the constructs to provide the holistic concept and its associated framework.

Practical implications

The findings offer new insights to brand managers, Chief Experience Officers of how a brand co-creation event can be organized successfully, what should be the role of them, how they should involve suppliers in this kind of an event and finally how this kind of event can have a long-term impact on the brand in question.

Originality/value

This is the first empirical research on brand co-creation which investigates the roles and benefits from a triadic stakeholders’ standpoint. This study also analyzes and validates the comprehensive framework of brand co-creation proposed.

Details

Journal of Product & Brand Management, vol. 30 no. 8
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 13 November 2017

Wojciech Kulczycki, Santosh Mikas and Joerg Koenigstorfer

The purpose of this paper is to determine whether consumers’ attitude toward sporting goods retailers depends on who engages in corporate social responsibility (CSR) activities…

Abstract

Purpose

The purpose of this paper is to determine whether consumers’ attitude toward sporting goods retailers depends on who engages in corporate social responsibility (CSR) activities and where CSR takes place. The study aims to replicate previous findings on football teams (Kulczycki and Koenigstorfer, 2016) for for-profit sporting goods retailers by looking at how organization size and proximity of the supported cause to the retailers’ headquarters interact with consumers’ motive attributions for CSR (philanthropic vs profit).

Design/methodology/approach

In total, 200 participants took part in the experimental study. The study applied a between-participant design manipulating both the proximity of the supported social cause (local vs distant CSR) and the size of the organization (small- vs large-sized organization) and measured perceived motives for CSR as independent variables. Attitude toward retailers was the dependent variable.

Findings

The results of regression analyses showed that perceived philanthropic motives increased attitude toward retailers. This relationship became stronger for large-sized sporting goods retailers, in particular when they engaged in CSR activities at distant locations. For small-sized retailers, the proximity of CSR did not impact on the relationship between motive attribution and attitude toward the retailer.

Practical implications

Large-sized retailers are encouraged to take particular care that consumers perceive CSR activities as philanthropy-driven, especially when supporting social causes at distant locations.

Originality/value

The study replicates previous findings and shows that not only for sports teams, but also for sporting good retailers, CSR can increase consumer attitudes even when the consumer population at the organization headquarters’ location does not directly benefit from CSR.

Details

Sport, Business and Management: An International Journal, vol. 7 no. 5
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 12 October 2012

Ramzi El‐Haddadeh, Vishanth Weerakkody and Juanjuan Peng

The purpose of this paper is to explore empirically the adoption of social networking services in corporate communication within the context of China.

3093

Abstract

Purpose

The purpose of this paper is to explore empirically the adoption of social networking services in corporate communication within the context of China.

Design/methodology/approach

After reviewing the extant literature on technology adoption, the paper proposes a conceptual model for studying the adoption of social networking in corporate communication. Based on this model a quantitative survey is carried out within the Chinese context to examine the key factors influencing consumers’ adoption of social networking services to engage with organisations.

Findings

The conceptual model proposed in this study offers a comprehensive overview of the adoption of social networking services through identifying various factors associated with ease of use, perceived usefulness, trust and loyalty and advertisement. Through adopting an empirical research strategy focusing on China, which has a high level of technology adoption, this study contributes towards providing a good understanding of how new technology‐enabled social media platforms can offer a more dynamic engagement between consumers and organisations.

Research limitations/implications

This research only focuses on exploring empirically the adoption of social networking services in one country and does not investigate how such factors may impact consumers’ adoption and continuity to use in that country or in a wider context.

Practical implications

The conceptual model in this study offers organisations including multinational ones and researchers a comprehensive overview of the adoption of social networking services in corporate communication, particularly in an emerging economy. The key findings of this study show how the ease of use of these platforms and services can facilitate a better engagement and communication between consumers and corporate organisations. In addition, the study indicates embedding social networking services platforms and services within the advertisement strategy for the organisation can contribute towards its success in reaching to a broader consumer range.

Originality/value

The core contribution of this research adds to the growing body of knowledge concerning the adoption of social networking services in emerging economies. In particular, the conceptual model formulated through the synthesis of extant literature offers researchers and practitioners valuable insights on appreciating the key issues that require consideration when organisations utilise social networking services to engage with consumers.

Details

Journal of Enterprise Information Management, vol. 25 no. 6
Type: Research Article
ISSN: 1741-0398

Keywords

Article
Publication date: 9 July 2018

Adéle Da Veiga

This paper aims to propose an information privacy culture index framework (IPCIF) with a validated information privacy culture index instrument (IPCII) to measure information…

1299

Abstract

Purpose

This paper aims to propose an information privacy culture index framework (IPCIF) with a validated information privacy culture index instrument (IPCII) to measure information privacy culture across nations. The framework is based on consumers’ privacy expectations, their actual experiences when organisations process their personal information and their general privacy concerns.

Design/methodology/approach

A survey method was deployed to collect data in South Africa – the first participating country in the study – to start building a global information privacy culture index (IPCI) and to validate the questionnaire.

Findings

The IPCI revealed that there seems to be a disconnect between what consumers expect in terms of privacy and the way in which organisations are honouring (or failing to honour) those expectations, which results in a breach of trust and the social contract being violated.

Practical implications

Governments, information regulators and organisations can leverage the results of the privacy culture index to implement corrective actions and controls aimed at addressing the gaps identified from a consumer and compliance perspective. The validated IPCII can be used by both academia and industry to measure the information privacy culture of an institution, organisation or country to identify what to improve to address consumer privacy expectations and concerns.

Originality/value

The IPCIF and validated IPCII are the first tools that combine the concepts of consumer expectations and their confidence levels in whether organisations are meeting their privacy expectations, which are in line with the fair information practice principles and the privacy guidelines of the Organisation for Economic Cooperation and Development, to determine gaps and define improvement plans.

Abstract

Details

Debates in Marketing Orientation
Type: Book
ISBN: 978-1-78769-836-9

Book part
Publication date: 7 November 2011

Carol Kelleher, Andrew Whalley and Anu Helkkula

Purpose – The purpose of this chapter is to explore the orientations of consumer and company participants who participate in online crowd-sourced communities.Methodology/Approach…

Abstract

Purpose – The purpose of this chapter is to explore the orientations of consumer and company participants who participate in online crowd-sourced communities.

Methodology/Approach – Using a netnographic approach, we analysed the Nokia Design by Community (NDbC) crowd-sourced information contest, which was organised by Nokia in order to co-create a vision of the community's ‘dream’ Nokia device.

Findings – The findings reveal that community members' social orientations were dramatically different from the host organisation's narrow commercial focus, which led to unresolved tensions and as we posit, the ultimate failure of the initiative.

Research implications – The contemporary discourse on collaborative value co-creation potentially overemphasises the commercial objectives of organisations by failing to acknowledge the need for organisations to address the complex communal objectives and motivations of members of crowd-sourced communities.

Practical implications – Organisations need to acknowledge and address the complex and dynamic communal and commercial tensions that inherently emerge in online crowd-sourced communities. They need to adopt a tribal marketing approach and respectfully engage with community members if the diverse objectives of community members and the host organisations are to be satisfactorily met.

Originality/Value – Organisations and researchers need to recognise and acknowledge that crowdsourcing both begets communal conflict and fosters collaborative behaviour due to contested commercial and social orientations. While mindful of their commercial objectives, organisations will succeed in implementing online crowd-sourcing initiatives if they make a sincere effort to understand and respect the diversity, culture and social norms of the particular crowd-sourced online community concerned.

Details

Research in Consumer Behavior
Type: Book
ISBN: 978-1-78052-116-9

Keywords

1 – 10 of over 103000