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Article
Publication date: 16 May 2016

Is co-creation really a booster for brand equity? The role of co-creation in observer-based brand equity (OBBE)

Samuel Kristal, Carsten Baumgarth, Carolin Behnke and Jörg Henseler

This paper aims to analyse the general effect of co-created products on the brand equity of observers (OBBE). The influence of different implementations of the co-creation…

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Abstract

Purpose

This paper aims to analyse the general effect of co-created products on the brand equity of observers (OBBE). The influence of different implementations of the co-creation approach on the OBBE is tested. It is also discussed whether co-creation can be a strategic method for companies to positively affect the OBBE in the mass market.

Design/methodology/approach

A between-subject experiment with a 2 (intensity of integration: democratically voted vs commonly created) × 2 (expert knowledge: no expert knowledge vs expert knowledge) design plus one control group (zero co-creation) is conducted for two brands to test the postulated hypotheses.

Findings

Co-creation can have a weak positive effect on the OBBE. Integration intensity and expertise of integrated consumer also affect the OBBE only marginally.

Research limitations/implications

Further research might investigate whether the initial brand equity has a moderating effect. Also brand image and underlying product category could influence the relation between co-creation and the OBBE and would be valuable for future studies.

Practical implications

Brand managers should aim to convert observers into participants, instead of setting the focus on the presentation of the user-designed product to the mass market.

Originality/value

This study is one of the few analyzing the effects of co-creation on observers in terms of brand equity. In addition to existing research, the concept of expertise in combination with co-creation and its influence on the OBBE is explored.

Details

Journal of Product & Brand Management, vol. 25 no. 3
Type: Research Article
DOI: https://doi.org/10.1108/JPBM-05-2015-0893
ISSN: 1061-0421

Keywords

  • Co-creation
  • Expertise
  • Intensity of integration
  • Non-integrated consumers
  • Observer-based brand equity

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Article
Publication date: 14 May 2018

“Brand play” versus “Brand attack”: the subversion of brand meaning in non-collaborative co-creation by professional artists and consumer activists

Samuel Kristal, Carsten Baumgarth and Jörg Henseler

This paper aims to investigate the ways in which “non-collaborative co-creation” can affect brand equity as perceived by independent observers. It reports a study of the…

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Abstract

Purpose

This paper aims to investigate the ways in which “non-collaborative co-creation” can affect brand equity as perceived by independent observers. It reports a study of the different effects on that perception attributable to non-collaborative co-creation that takes the form of either “brand play” or “brand attack” and is executed either by established artists or mainstream consumers.

Design/methodology/approach

A 2 × 2 between-subjects experiment (brand play versus brand attack; consumer versus artist) measured observers’ perception of brand equity before and after exposure to purpose-designed co-created treatments.

Findings

Non-collaborative co-creation has a negative effect on observers’ perceptions of brand equity and brand attack, causing a stronger dilution of brand equity than brand play. Artists either mitigate the dilution or have a positive effect on those perceptions.

Research limitations/implications

Future research could usefully investigate the relative susceptibility of brands to non-collaborative co-creation, the effects on brands of higher complexity than those in our experiment, exposed in higher-involvement media, and the effects of more diverse forms of co-creation.

Practical implications

Brand managers must recognise that co-creation carries considerable risks for brand equity. They should closely monitor and track the first signs of non-collaborative co-creation in progress. It could be beneficial to recruit artists as co-creators of controlled brand play.

Originality/value

This study offers a more complete insight into the effect of non-collaborative co-creation on observers’ perceptions of brand equity than so far offered by the existing literature. It connects the fields of brand management and the arts by investigating the role and impact of artists as collaborative or non-collaborative co-creators of brand equity.

Details

Journal of Product & Brand Management, vol. 27 no. 3
Type: Research Article
DOI: https://doi.org/10.1108/JPBM-01-2017-1405
ISSN: 1061-0421

Keywords

  • Brand equity
  • Artist co-creators
  • Brand attack
  • Brand play
  • Non-collaborative co-creation

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Article
Publication date: 18 November 2019

The immediate effect of corporate social responsibility on consumer-based brand equity

Fernanda Muniz, Francisco Guzmán, Audhesh K. Paswan and Heather J. Crawford

In response to consumer and society demands for firms to be socially responsible, brands have been taking a strategic approach to corporate social responsibility (CSR) by…

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Abstract

Purpose

In response to consumer and society demands for firms to be socially responsible, brands have been taking a strategic approach to corporate social responsibility (CSR) by integrating socially responsible activities into their brands’ core value propositions to strengthen brand equity. Thus, from a brand building perspective, this paper aims to investigate the immediate effect that brand CSR communications have on the change in brand awareness, perceived quality and loyalty, to provide a deeper understanding of how each dimension affects the overall change in brand equity.

Design/methodology/approach

With evidence from an experiment conducted in three different countries (Australia, United States and Spain), based on an actual brand CSR program, this paper explores the different immediate effects of change in brand awareness, perceived brand quality and brand loyalty, after the exposure to a CSR message, on the overall immediate change in value that consumers give to a brand. Furthermore, it examines the role of brand-cause fit and the influence that differences in cultural, economic and political environments have on this effect.

Findings

The change in brand loyalty due to CSR communication is the key dimension driving the immediate positive change in overall brand equity. In addition, change in brand awareness has an inverted U-shape relationship with change in overall brand equity, whereas the change in perceived brand quality does not have an influence. Finally, the results indicate that this immediate effect holds regardless of the level of brand-cause fit, but is greater in countries where firms are expected to participate and CSR reporting is not mandatory, making such practices be seen as voluntary.

Practical implications

The findings of this study offer research implications for academics, and practical considerations for brand managers, interested in how to rapidly generate changes in consumer perception by leveraging CSR activities for brand building in global settings. Specifically, it indicates that when the aim is to quickly build brand equity, the goal of communicating CSR activities must be to increase the level of attachment that consumers have to the brand since loyalty is the main driver of the immediate change in overall brand equity.

Originality/value

Although many scholars have demonstrated the impact of CSR on various consumer behavior outcomes (e.g., brand attitude, purchase intention, loyalty), from a brand build perspective the implications of the immediate effect of a brand communication of CSR practices on consumer-based brand equity remain less clear. This study addresses this gap to gain a deeper understanding of how to rapidly generate changes in consumer perception to build strong brands while leveraging CSR practices.

Details

Journal of Product & Brand Management, vol. 28 no. 7
Type: Research Article
DOI: https://doi.org/10.1108/JPBM-09-2018-2016
ISSN: 1061-0421

Keywords

  • Culture
  • CSR
  • Global branding
  • Corporate social responsibility
  • Brand equity
  • Consumer Brand equity
  • Brand-cause fit

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Article
Publication date: 20 August 2018

Brand equity, risk and return in Latin America

Marta Olivia Rovedder de Oliveira, Aline Armanini Stefanan and Mauri Leodir Lobler

This study aims to compare the performance of stocks of companies with high brand equity with the stocks of other companies listed on the stock market of emerging…

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Abstract

Purpose

This study aims to compare the performance of stocks of companies with high brand equity with the stocks of other companies listed on the stock market of emerging countries of Latin America: Brazil, Chile, Colombia, Mexico and Peru.

Design/methodology/approach

The valuable brands (brands with high brand equity) considered were the most valuable Latin America brands according to the Millward Brown reports. Carhart four-factor model was used to analyze performance and the total sample included 732 stocks in the Latin American market collected at Economatica, monthly, for a period of 10 years.

Findings

The Valuable Brands Portfolio presents the lowest investment risk, suggesting that stocks of companies with valuable brands ensure lower risk investment to shareholders in these emerging markets.

Originality/value

This study is the first to associate brand equity with the creation of shareholder value in the context of emerging Latin American countries. In addition, the proposed method has also not been used previously to study emerging countries. The association found between a marketing asset (brand equity) and stock market performance contributes to improve the relationship between marketing and finance areas. The results of this study in emerging markets corroborate previous studies in developed markets, strongly suggesting the confirmation of the effect of brand equity on the reduction of risk stock.

Details

Journal of Product & Brand Management, vol. 27 no. 5
Type: Research Article
DOI: https://doi.org/10.1108/JPBM-02-2017-1418
ISSN: 1061-0421

Keywords

  • Latin America
  • Emerging markets
  • Shareholder value
  • Brand evaluation
  • Brand equity
  • Brand performance

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Article
Publication date: 19 June 2020

No matter what you do, I still love you: an examination of consumer reaction to brand transgressions

Eric Kennedy and Francisco Guzmán

This paper aims to examine the impact that brand transgressions, and the effect of an apology or lack thereof, have on consumers’ intentions to co-create with a brand…

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Abstract

Purpose

This paper aims to examine the impact that brand transgressions, and the effect of an apology or lack thereof, have on consumers’ intentions to co-create with a brand, perceived brand equity and brand love, and compares these effects on brands that are viewed positively versus brands that are viewed negatively.

Design/methodology/approach

Two studies were deployed. In the first study, a 2 × 2 between subjects factorial design using fictitious brands is used to test the hypotheses. The second study seeks to replicate the findings of the first study by using a brand connected to a real retailer.

Findings

Regardless of a brand issuing an apology or not, co-creation, higher perceived brand equity and increased levels of brand love, are more likely to occur when a consumer views a brand as being positive versus negative. However, the results vary when the consumer has a prior level of knowledge and a stronger relationship with a brand.

Research limitations/implications

This paper focuses on consumers between the ages of 18 and 29 years. While the findings of Study 1 are mostly replicated in Study 2, a more generalizable sample could create additional insights into the impact of brand transgressions and issuing or not an apology.

Originality/value

The findings of this paper add to the current literature on co-creation, brand equity, brand love and theory of reasoned action, in terms of the impact of an apology, or lack thereof, on brand transgressions and consequent consumer responses.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
DOI: https://doi.org/10.1108/JPBM-07-2019-2450
ISSN: 1061-0421

Keywords

  • Purchase intention
  • Brand love
  • Brand co-creation
  • Consumer brand equity
  • Brand transgression
  • Co-creation
  • Brand equity

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Article
Publication date: 20 March 2017

The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management

Cleopatra Veloutsou and Francisco Guzman

By outlining the evolution of brand management research over the past 25 years, as reported in the Journal of Product and Brand Management (JPBM), this paper aims to…

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Abstract

Purpose

By outlining the evolution of brand management research over the past 25 years, as reported in the Journal of Product and Brand Management (JPBM), this paper aims to analyze the changes in the way branding has been approached in research, highlight the current challenges the discipline faces and suggest future research avenues that will hopefully further enrich brand management knowledge.

Design/methodology/approach

This paper includes internal historical literature review and commentary.

Findings

After a thorough analysis of the journal’s content, the contribution that the JPBM has made in the development of brand management knowledge over the past 25 years is highlighted. Eight major shifts in brand management research and thought, and three overarching difficulties and challenges, are identified.

Research limitations/implications

By solely focusing on the contributions published in the journal, by no means this review is exhaustive and includes all the contributions to the discipline. Its contribution is limited to the analysis of the work, and the evolution of brand management thinking, recorded in the JPBM.

Originality/value

The paper highlights the evolution of brand management thought and presents imperatives and challenges to guide future research in brand management.

Details

Journal of Product & Brand Management, vol. 26 no. 1
Type: Research Article
DOI: https://doi.org/10.1108/JPBM-01-2017-1398
ISSN: 1061-0421

Keywords

  • Brand engagement
  • Brand experience
  • Brand communities
  • Brand management
  • Brand love
  • Brand relationships
  • Consumer brand equity
  • Financial brand equity
  • Brand hate
  • Brand as a person

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Article
Publication date: 17 December 2018

New challenges in brand management

Cleopatra Veloutsou and Elena Delgado-Ballester

This paper aims to help in the development of a better understanding of key brand-related terms and discuss the key challenges and trends in brand management.

Open Access
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Abstract

Purpose

This paper aims to help in the development of a better understanding of key brand-related terms and discuss the key challenges and trends in brand management.

Design/methodology/approach

This is an editorial based mainly on an extensive and broad literature review on brand management.

Findings

First, this work defines some key brand management terms and presents brand-related issues and concerns that remain unchanged over time. Then it discusses some of the brand management-related matters that are changing since the past few years. Challenges for the management of brands from the side of the companies that have introduced them are then presented. It finally provides a glimpse of the five papers selected for this special issue and then identifies avenues for further research.

Originality/value

This work and the whole special issue together help in the understanding of the dynamic nature of the management of brands over time with implications to the management and the academic engagement with brands.

Propósito

Este artículo tiene como único propósito ayudar en la obtención de una mayor comprensión de conceptos claves relacionados con la marca y presentar los desafíos y tendencias claves en la gestión de ésta.

Diseño/metodología/enfoque

Editorial basado principalmente una extensión y amplía revisión de la literatura relacionada con la gestión de la marca.

Resultados

En primer lugar, este Editorial define algunos conceptos clave de la marca y presenta una serie de cuestiones que han permanecido y permanecen invariables a lo largo del tiempo. Posteriormente, discute otra serie de aspectos y cuestiones que están cambiando en los últimos años para a continuación describir los principales desafíos actualmente existentes para la gestión de la marca desde la perspectiva de las empresas. Este Editorial finaliza con una breve presentación de los cinco artículos seleccionados para este número especial así como una descripción de futuras líneas de investigación.

Originalidad/valor

Este Editorial y en su conjunto todo el número especial dedicado a la marca ayuda a una mayor comprensión de la naturaleza dinámica de la gestión de las marcas a lo largo del tiempo y de sus implicaciones académicas y empresariales.

Details

Spanish Journal of Marketing - ESIC, vol. 22 no. 3
Type: Research Article
DOI: https://doi.org/10.1108/SJME-12-2018-036
ISSN: 2444-9709

Keywords

  • Brands
  • Brand management
  • Brand identity
  • Brand image
  • Brand reputation
  • Brand meaning
  • Brand co-creation
  • Palabras clave Marcas
  • Gestión de marca
  • Identidad de marca
  • Imagen de marca
  • Reputación de marca
  • Significado de la marca y co-creación de la marca

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Article
Publication date: 11 September 2020

Destination branding and co-creation: a service ecosystem perspective

Antonios Giannopoulos, Lamprini Piha and George Skourtis

Drawing on the service-dominant logic and the institutional theory, this paper aims to explore the value-creating mechanisms of branding in the destination context and the…

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Abstract

Purpose

Drawing on the service-dominant logic and the institutional theory, this paper aims to explore the value-creating mechanisms of branding in the destination context and the brand co-creation process at and between different levels of a service ecosystem.

Design/methodology/approach

An exploratory research design was used to generate qualitative data from 18 in-depth interviews with important stakeholders and investigate how and why brand co-creation is fostered in the service ecosystem.

Findings

The study proposes a stepwise process of strategic imperatives for brand co-creation in the destination context. It presents the multi-directional flows of the brand meaning across levels of the tourism ecosystem and thereby interprets stakeholders’ efforts to co-create sustainable brands that gain prominence in the global tourism arena.

Research limitations/implications

Future research might validate the framework in a quantitative research setting. The extended analysis of the value-creating ecosystem could investigate the role of institutions and brand value propositions across levels.

Practical implications

Acknowledging their limited control over the brand co-creation process, tourism practitioners are offered step-by-step guidance to help shape a destination brand that may retain relevance in the tourists’ minds. Critical insights are provided into resource sharing between actors and subsequent responsibilities for a sustainable destination branding strategy.

Originality/value

The paper considers the significance of the various levels in the ecosystem and the underlying mechanisms of brand co-creation in a somewhat neglected branding domain.

Details

Journal of Product & Brand Management, vol. 30 no. 1
Type: Research Article
DOI: https://doi.org/10.1108/JPBM-08-2019-2504
ISSN: 1061-0421

Keywords

  • Tourism
  • Value co-creation
  • DMOs
  • Service ecosystem
  • Qualitative research
  • Destination branding
  • Brand co-creation

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Article
Publication date: 11 February 2019

Quid pro quo: The impact of explicit brand mentions and reciprocity in brand alliance communications

Bram Roosens, Nathalie Dens and Annouk Lievens

This paper aims to assess the effects of explicit partner brand mentions (as opposed to a mere partnership mention) in communications by brand allies on consumers…

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Abstract

Purpose

This paper aims to assess the effects of explicit partner brand mentions (as opposed to a mere partnership mention) in communications by brand allies on consumers’ purchase intention and willingness to pay for an innovation, as mediated by the perceived relational embeddedness of the allies and their respective perceived corporate credibility. In Study 1, the authors investigate the effects of (reciprocal) explicit brand mentions by both allies (as opposed to by a single ally) and further test whether explicit brand mentions moderate spillover effects from the ally. In Study 2, the authors investigate the effect of reciprocity of explicit brand mentions and whether this is moderated by a company’s experience.

Design/methodology/approach

The authors conduct two online experiments. Study 1 (N = 216) is a four-level between-subjects experiment (single communication by Partner A with explicit brand mention, single communication by Partner B with explicit brand mention, explicit brand mentions by both allies and mere partnership mention by both allies) where participants judge a social alliance related to a new tablet. Study 2 (N = 376) builds upon these findings in a 4 (explicit brand mentions by both allies; mere partnership mention by both allies; explicit brand mention by Partner A, mere partnership mention by Partner B; explicit brand mention by partner B, mere partnership mention by Partner A) × 2 (Partner A experience: established vs startup) between-subjects experimental design for a co-created battery.

Findings

Spillover effects from one ally to the other are stronger with explicit brand mentions than with a mere partnership mention. There is no added value of two allies communicating over one, provided that both partners explicitly mention their partner brand. However, when allies do communicate separately, it is crucial that an explicit brand mention is reciprocated. This effect is explained by an increase in the perceived relational embeddedness of the partners, which in turn positively influences their corporate credibility. This effect does not differ depending on a company’s experience.

Originality/value

This research is one of the first to study effects of how a brand alliance is communicated and extends previous studies on the effects of communication about brand and co-creation alliances by demonstrating that communications moderate spillover effects, that brand mention reciprocity is crucial, and by introducing the concept of perceived relational embeddedness.

Details

European Journal of Marketing, vol. 53 no. 2
Type: Research Article
DOI: https://doi.org/10.1108/EJM-09-2016-0502
ISSN: 0309-0566

Keywords

  • Brand alliance
  • Communication
  • Reciprocity
  • Partners
  • Brand mention
  • Relational embeddedness

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Article
Publication date: 10 June 2019

How cross-culture affects the outcomes of co-creation

Emily Mary Grott, Jesus Cambra-Fierro, Lourdes Perez and Mirella Yani-de-Soriano

The aim of this study is two-fold. Firstly, to examine the outcomes of co-creation from a customer perspective using well-recognised customer management variables…

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Abstract

Purpose

The aim of this study is two-fold. Firstly, to examine the outcomes of co-creation from a customer perspective using well-recognised customer management variables (customer satisfaction, loyalty and word-of-mouth (WOM). Secondly, to assess potential cross-cultural differences that may exist within the context of co-creation.

Design/methodology/approach

A questionnaire was completed in the banking services industry, and the final valid sample comprised individuals from the UK and Spain. Multi-sample analysis was carried out using PLS software.

Findings

Co-creation has a direct influence on customer satisfaction, customer loyalty and WOM; co-creation activities lead to cumulative customer satisfaction, which also affects customer loyalty and positive WOM. Furthermore, the results show that the direct relationships between co-creation and loyalty and WOM are more powerful for British consumers than Spanish consumers, who need to feel satisfied prior to demonstrating loyalty and engaging in positive WOM.

Practical implications

Firms can use co-creation as a strategic tool if they provide trustworthy collaboration spaces. Furthermore, firms need to adapt the way they interact, listen and respond to customers in different cultural contexts. Trustworthy collaboration spaces and adapting to cultural differences can result in customers who are more satisfied, loyal to the company and more likely to carry out positive WOM, which can ultimately lead to future business.

Originality/value

This study provides insights into co-creation from a customer perspective. Although much service research has examined the drivers of customer co-creation, literature that analyses the consequences of customer co-creation is still scarce. Moreover, this is the first study to provide empirical evidence of cross-cultural differences within the context of co-creation.

Details

European Business Review, vol. 31 no. 4
Type: Research Article
DOI: https://doi.org/10.1108/EBR-01-2018-0022
ISSN: 0955-534X

Keywords

  • Loyalty
  • Co-creation
  • Cross-cultural
  • Customer satisfaction
  • WOM

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