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1 – 10 of over 65000Riza 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…
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.
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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…
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.
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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…
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.
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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…
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.
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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…
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.
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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.
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.
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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.
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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…
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.
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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…
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.
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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…
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.
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