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1 – 10 of over 65000
Article
Publication date: 29 June 2022

Riza Casidy, Civilai Leckie, Munyaradzi Wellington Nyadzayo and Lester W. Johnson

Digital platforms have transformed how brands engage with collaborative consumption actors, such as prosumers. This study aims to examine the role of customer innovativeness and…

1396

Abstract

Purpose

Digital platforms have transformed how brands engage with collaborative consumption actors, such as prosumers. This study aims to examine the role of customer innovativeness and perceived economic value as important boundary conditions on the effects of customer brand engagement behavior on co-production, which subsequently influences customer satisfaction.

Design/methodology/approach

The authors test the model using survey data from 430 users of a digital platform (i.e. UBER) in Australia. Hypotheses were tested using the bias-corrected bootstrapping method.

Findings

The findings suggest that customer innovativeness and perceived economic value positively moderate the effects of customer brand engagement behavior on co-production. Further, the mediating effects of co-production on satisfaction are stronger for highly innovative customers and for those who associate high perceived economic value with the brand.

Research limitations/implications

This study provides novel insights on the boundary conditions of the effects of customer brand engagement behavior on co-production. Future research could apply this study’s conceptual framework to other digital platforms to extend the generalizability of this framework.

Practical implications

This study provides managerial insights into how firms can customize marketing strategies to encourage customers as prosumers in co-production by targeting highly innovative customers and focusing on perceived economic value.

Originality/value

This study builds on service-dominant logic and social exchange theory to examine the role of customer innovativeness and perceived economic value as novel boundary conditions in digital platform ecosystems.

Article
Publication date: 11 October 2011

Elaine Wallace and Leslie de Chernatony

This paper aims to examine the influence of the culture of the service firm on its interpretation of the role of the brand and on the development and implementation of its brand

3286

Abstract

Purpose

This paper aims to examine the influence of the culture of the service firm on its interpretation of the role of the brand and on the development and implementation of its brand values.

Design/methodology/approach

A grounded theory approach was used. Interviews were conducted with 20 managers within two leading banking firms in Ireland and two leading grocery retailers in Ireland.

Findings

The development of the brand, and its role within the firm, is closely related to the firm's culture. The research shows obstacles and opportunities created by the cultural context of firms wishing to disseminate and embed a set of brand values. The paper presents an “involvement model” of brand values implementation and outlines changes required to implement brand values.

Research limitations/implications

The study was bound by access to firms, and managers' availability. The authors sought an insight into the relationship between each firm's culture and its brands. They advocate quantitative research to further investigate the findings within these service sectors and to test proposed antecedents (transformational leadership, employee involvement) and outcomes (employee‐based brand equity and consumer‐based brand equity) of values adoption.

Practical implications

The paper identifies aspects of retail and banking cultures which support or detract from brand development. In particular, it presents the learnings from successful brand values implementation in a clan culture, aspects of which are applicable across other cultures.

Originality/value

The paper provides valuable insights into the role of the brand within the service firm and the positive and negative influence of context on brand values and their development and implementation.

Details

Journal of Services Marketing, vol. 25 no. 7
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 26 April 2011

Jing Zhang and Josée Bloemer

Value congruence (VC) (the similarity between personal and object‐relevant values (such as a product or service)) rarely appears in studies of services, despite its importance for…

3106

Abstract

Purpose

Value congruence (VC) (the similarity between personal and object‐relevant values (such as a product or service)) rarely appears in studies of services, despite its importance for affective commitment. Existing research also neglects moderator variables. The purpose of this paper is to explore the impact of VC on affective commitment to service brands and examine the moderating effects of selected psychological, situational, and demographic characteristics in two services contexts.

Design/methodology/approach

Four retail clothing brands and four major bank brands provide input for the empirical research. In total, 1,037 respondents completed an online questionnaire with items pertaining to VC, affective commitment, preference for consistency (PFC), switching costs (SC) and demographics.

Findings

The positive impact of VC on affective commitment is stronger when the levels of PFC and SC are higher. Demographic characteristics of consumers, including gender, age, and education, do not moderate the effect of VC on affective commitment.

Practical implications

Increasing VC for all consumers may not be sufficient to secure consumer affective commitment. Instead, service providers should focus on consumers with high levels of PFC or create situations with high SC.

Originality/value

The paper demonstrates how PFC, SC and demographics moderate the relationship between VC and affective commitment.

Details

Journal of Service Management, vol. 22 no. 2
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 25 February 2014

Jing Zhang and Yong He

This paper aims to identify key dimensions of brand value co-creation activities and empirically examine the impacts of different dimensions of brand value co-creation upon brand

2460

Abstract

Purpose

This paper aims to identify key dimensions of brand value co-creation activities and empirically examine the impacts of different dimensions of brand value co-creation upon brand performance among Chinese industrial services firms.

Design/methodology/approach

Key dimensions of brand value co-creation activities are identified and a research framework is presented based on qualitative interviews with three industrial services firms. Then, the conceptual model and 14 research hypotheses addressing the impacts of different dimensions of brand value co-creation activities upon brand performance are tested by conducting a questionnaire survey among 258 pairs of Chinese B2B services providers and their client companies.

Findings

The research results show that: on the whole, integration of brand value chain and service-dominant logic (SDL) can lead to stronger theoretical explanation about the industrial services brand value and brand performance. In other words, value co-creation activities among multiple stakeholders can help customers perceive brand value in a favorable way and finally improve brand performance; branding process involves eight kinds of value co-creation activities on four interfaces between firm-employees, firm-customers, employees-customers, and firm-other stakeholders, indicating that the cultivation of industrial services brand needs a broader stakeholder perspective; value co-creation activities on the firm-employees interface is original driver of brand development by impacting brand value and brand performance via value co-creation on other interfaces.

Originality/value

This paper is the first kind of research that empirically explores the formation mechanism of industrial brand value from the perspective of SDL and also provides insightful implications for managers by pointing out that B2B service providers need to consider the interactive value co-creation behaviors in the social network constructed by different stakeholders in order to improve brand management performance.

Details

Nankai Business Review International, vol. 5 no. 1
Type: Research Article
ISSN: 2040-8749

Keywords

Article
Publication date: 1 May 2006

Bo Edvardsson, Bo Enquist and Michael Hay

The purpose of this paper is to present a model for values‐based service brands grounded in values‐based service management. In undertaking this task, the paper addresses two…

27611

Abstract

Purpose

The purpose of this paper is to present a model for values‐based service brands grounded in values‐based service management. In undertaking this task, the paper addresses two research questions: “What is the role of values in creating customer value and corporate identity?” and “How can values and corporate identity be communicated to customers and thus contribute to customer‐perceived service value?”.

Design/methodology/approach

Based on five narratives from a value‐driven company, IKEA, the paper proposes a model of values‐based service brands in action. The model is based on interpretations of how IKEA manages and communicates values in practising values‐based service management.

Findings

The study distinguishes four types of “values” in the example of IKEA: economic, social, environmental, and communication‐based. These are incorporated into the model.

Originality/value

This is the first study of the role of values‐based service brands in creating value in use for customers.

Details

Managing Service Quality: An International Journal, vol. 16 no. 3
Type: Research Article
ISSN: 0960-4529

Keywords

Article
Publication date: 11 October 2011

Phyra Sok and Aron O'Cass

This study seeks to extend the existing literature on value creation by specifically focusing on service brand value creation (SBVC) and the role of brand marketing.

4438

Abstract

Purpose

This study seeks to extend the existing literature on value creation by specifically focusing on service brand value creation (SBVC) and the role of brand marketing.

Design/methodology/approach

The authors first develop a model of SBVC and simultaneously investigate SBVC from the firm perspective (service brand value offering – SBVO) and from the customer perspective (service brand perceive value‐in use – SBPVI). Subsequently, they investigate the effects of SBVO on SBPVI and integrate the moderation role of service brand marketing capability (SBMC) on the relationship between SBVO‐SBPVI outcomes. SBVO is viewed as the firms' interpretation of and responsiveness to customer requirements via the delivery of superior performance the value offering through the service brand and SBPVI customers' perceived value from the firms' service brand. The contributions of SBVC to customer‐based performance outcomes are then investigated. Hypotheses were tested using a sample of the senior managers of service firms in Cambodia and their customers. A survey was used to gather data via a drop‐and‐collect approach.

Findings

Results indicated that SBVO is positively related to SBPVI and SBPVI is positively related to customer‐based performance. Noticeably, the results revealed that SBMC enhances the positive relationship between the firm SBVO and the customers SBPVI.

Originality/value

The paper extends the previous literature on value creation to capture SBVC. More significantly, the premise of the theoretical framework provides a breakthrough in the current SBVC literature which has so far neglected to take into account the dyadic approach (firm‐customer) in understanding value creation and more specifically SBVC. The model is expanded by looking at the contingency role of SBMC in communicating value to customers.

Article
Publication date: 19 October 2015

Jeroen F.J. Bleijerveld, Dwayne D. Gremler and Jos G.A.M. Lemmink

Brand alliances take various forms, yet academic research has not investigated how value spillovers differ between partners. The purpose of this paper is to address psychological…

Abstract

Purpose

Brand alliances take various forms, yet academic research has not investigated how value spillovers differ between partners. The purpose of this paper is to address psychological mechanisms to uncover consumers’ perceptions of a service alliance when a strong service brand partners with a weak one.

Design/methodology/approach

An experiment used a 2 (perceived value of parent brand X: high vs low)×2 (perceived value of parent brand Y: high vs low)×2 (alliance contribution: equal vs unequal) full-factorial between-subjects design.

Findings

Service alliance value is maximal when both parent brands have high perceived value but is lowest when both are of low perceived value. When their perceived value varies, the alliance value approximates the higher rather than the lower value parent. This effect increases with the relative size of a parent brand’s contribution to the alliance service. Alliances also enhance perceptions of the value of each parent brand.

Practical implications

In an alliance between a strong and a weak service brand, the strong brand lifts the alliance, and consumers perceive high value. Companies should avoid service alliances with weaker brands that make major contributions.

Originality/value

This study investigates how value spillovers vary across different forms of service alliances. Moreover most alliance research focusses on products while services (such as education) are more involved in alliances than ever.

Details

Journal of Service Management, vol. 26 no. 5
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 30 March 2012

Wei‐Tsong Wang and Hui‐Min Li

The purpose of this study is to develop and validate empirically a research model that depicts the relationships between the identified key value proposition attributes of mobile…

8923

Abstract

Purpose

The purpose of this study is to develop and validate empirically a research model that depicts the relationships between the identified key value proposition attributes of mobile value‐added services and the core factors of brand equity.

Design/methodology/approach

Survey data collected from 497 mobile value‐added service consumers were examined using structural equation modeling to validate the research model.

Findings

The results indicate that the mobile service attributes of personalization, identifiability, and perceived enjoyment have significant positive influences on the key brand equity factors, including brand loyalty, perceived quality, brand awareness, and brand associations. Additionally, the results confirm the significance of all four of the brand equity factors in interpreting consumer purchase intention in the context of mobile value‐added service consumption.

Practical implications

The research results provide insights into how mobile value‐added services may be better designed and delivered to enhance brand equity and, in turn, profits.

Originality/value

While the market potential of mobile value‐added services and the importance of brand equity have both been widely recognized, the development and empirical validation of a model that specifically depicts the determinants of mobile value‐added service consumption from a brand‐equity perspective has not yet been undertaken. Consequently, this study investigates the relationships among key m‐commerce attributes, core brand‐equity components, and consumer behaviors. The research results have extended the application and advanced the understanding of previous mobile‐commerce and brand‐equity theories in the context of mobile value‐added service consumption.

Article
Publication date: 11 October 2011

Tobias Schlager, Mareike Bodderas, Peter Maas and Joël Luc Cachelin

There is scientific consensus that employees' attitudes have a fundamental impact on customers' experiences. This paper seeks to focus on how to create favourable employee…

13350

Abstract

Purpose

There is scientific consensus that employees' attitudes have a fundamental impact on customers' experiences. This paper seeks to focus on how to create favourable employee attitudes that are relevant for the creation of the service brand. In this context, the aim is to develop a framework that combines the concept of the perceived employer brand with employee outcomes that are relevant for service branding.

Design/methodology/approach

Empirical data were collected from a sample (n=2,189) of a worldwide operating insurance company. Data analysis was performed using structural equation modelling.

Findings

First, the findings underpin the idea of a relationship between the perceived employer brand and service branding. Second, the influence of particular drivers for employee attitudes is determined.

Research limitations/implications

Research is based on data from only one company. Furthermore, customer outcomes are not investigated directly. Thus, research needs to be taken further by investigating the creation of a service brand, simultaneously exploring employees' attitudes and customers' experiences.

Practical implications

Influencing customer experiences is a complex process that involves interactions among several stakeholder groups. In order to raise efficiency, it is proposed that companies focus on creating a strong employer brand as this constitutes an efficient way of service branding.

Originality/value

This paper highlights the influence of the perceived employer brand on employees' attitudes, which is especially important in service settings. The investigation of customer‐relevant employee attitudes emphasises the significance of creating a strong employer brand. Furthermore, long‐term effects are considered by investigating the influence of the perceived employer brand on potential employees' identification.

Details

Journal of Services Marketing, vol. 25 no. 7
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 15 August 2016

Kotaiba Aal, Laura Di Pietro, Bo Edvardsson, Maria Francesca Renzi and Roberta Guglielmetti Mugion

The purpose of this paper is to extend the understanding of innovation in service ecosystems by focussing on the role of values resonance in relation to the integration of brands

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Abstract

Purpose

The purpose of this paper is to extend the understanding of innovation in service ecosystems by focussing on the role of values resonance in relation to the integration of brands, service systems and experience rooms.

Design/methodology/approach

An empirical, explorative case study of an innovative service system is carried out using a narrative approach and presented in the form of a saga.

Findings

Insights gleaned from the empirical study are used for conceptual developments. Analysis of the empirical case study is presented as four lessons linked to values, brands, service systems and experience rooms.

Originality/value

The paper extends a conceptual framework of innovative resource integration in service ecosystems. The paper also contributes four propositions to inform theory: values resonance is a basis for service innovation, the innovative integration of brands based on values resonance can foster innovation, the integration of resources across service system boundaries grounded in values resonance can enable innovation and the integration of experience rooms into a coherent servicescape based on values resonance can support novel forms of resource integration and value co-creation efforts in service ecosystems.

Details

Journal of Service Management, vol. 27 no. 4
Type: Research Article
ISSN: 1757-5818

Keywords

1 – 10 of over 65000