scholarly journals Examining How Brand Co-Creation and Virtual Brand Community Affect Brand Commitment

2021 ◽  
Vol 235 ◽  
pp. 02045
Author(s):  
Weijian Lu ◽  
Yu Han ◽  
Shiyu Chen
Keyword(s):  
Customer Participation ◽  
Future Research ◽  
Brand Experience ◽  
Brand Commitment ◽  
Brand Community ◽  
Brand Performance ◽  
Brand Communities ◽  
Managerial Implications ◽  
The Impact

The significance of brand co-creation in virtual brand communities has been recognized in academia and practice. The existing literature has investigated the impact of customer participation in virtual brand community on brand performance and its mechanism, but the prospective impact of types of virtual brand community on types of brand commitment is not examined. Based on the survey of 229 members in virtual brand communities of two popular games of Tencent, this research empirically examines how different types of brand co-creation and virtual brand communities influence brand commitment. This research confirms that customers participating in autonomous brand co-creation in the autonomous virtual brand community have a significantly higher degree of brand experience, and those who participate in both sponsored and autonomous virtual brand community have a comparatively lower degree of brand experience. Meanwhile, sub-brand brand commitment plays the role of mediator between brand experience and corporate brand commitment. Theoretical and managerial implications are offered with limitations and future research.

scholarly journals The Effect of Brand Experience on Customers’ Engagement Behavior within the Context of Online Brand Communities: The Impact on Intention to Forward Online Company-generated Content

2019 ◽  
Vol 11 (17) ◽  
pp. 4649 ◽  
Author(s):  
Yasin ◽  
Porcu ◽  
Liébana-Cabanillas
Keyword(s):  
Online Survey ◽  
Banking Sector ◽  
Islamic Banking ◽  
Brand Experience ◽  
Banking Services ◽  
Brand Communities ◽  
Online Branding ◽  
Online Brand Communities ◽  
The Impact

The purpose of this study is to assess the antecedent role of brand experience (BE) in the intention to forward online company-generated content (CGC) within an online Islamic banking sector. The present study analyzed 387 valid responses collected through an online survey conducted among a number of online Islamic bank customers in Palestine. The results of this study revealed that BE has a stronger influence on customers’ intention to forward online company-generated contents. This research pioneers the empirical research in Palestinian Islamic banking systems exploring the instrumental role of BE on customers’ engagement behaviors, as well as the intention to forward online CGC. In addition, this research aims to fill the existing gap in the under-researched area of the online branding of Islamic banking services.

Role of Resource Integration and Composite Expertise for Unique Value Creation

2016 ◽  
Vol 5 (2) ◽  
Author(s):  
Rita Sharma
Keyword(s):  
Value Creation ◽  
Reliability And Validity ◽  
Customer Participation ◽  
Future Research ◽  
Resource Integration ◽  
Supplier Relationships ◽  
Future Research Agenda ◽  
Managerial Implications ◽  
Validity Tests

In the terminology of Service-Dominant, customer has become a co-creator of the value. This emphasises the development of customer-supplier relationships through interaction and dialogue. However, research to date suggests that relatively little is known about how consumers integrate their resources and engage in co-creation of value with the service provider. Thus, the present study develops a framework of the facilitators or antecedents of the co-creation of value for understanding and managing creation of unique value. Thus, both the ninth and tenth SD logic foundational premises are addressed in this study, in that we consider both the issue of resource integration in the network and the phenomenological nature of unique value co-creation. The study examines the co-creation efforts of the customers of fashionable boutiques of a Jammu city and statistical techniques like CFA and SEM were used to analyse the data. Further, reliability and validity tests were also performed. Based upon a sample of 196 female customers, the study found that resource integration and composite expertise of customers and suppliers significantly influence customer participation, which in turn significantly predicts CCV and unique value in offerings. The study also discusses the managerial implications, limitations and future research agenda at the end.

scholarly journals Human Crowding or Spatial Crowding? The Impact of Perceived Crowding on In-store Impulse Purchase

2020 ◽  
Vol 23 (1) ◽  
pp. 94-105 ◽  
Author(s):  
Nirmalya Bandyopadhyay
Keyword(s):  
Structural Equation ◽  
Negative Impact ◽  
Future Research ◽  
Impulse Buying ◽  
Psychological Variables ◽  
Managerial Implications ◽  
Impulse Purchase ◽  
The Impact ◽  
Human Crowding

The influence of shopper's perception of the physical environmental factors on impulse buying at the retail level has attracted the attention of researchers since the last three decades but the role of perceived crowding and in-store browsing attracted little attention. This paper attempts to develop and empirically valid a model to investigate the role of perceived crowding and in-store browsing in impulse buying along with the psychological variables. Mall-intercept survey technique was used to collect data from 335 participants from 18 branches of a supermarket chain in different parts of Kolkata. Data were analysed using structural equation modelling. Contrary to prior research the relationship between human crowding and other variables in the model was not supported whereas spatial crowding was found to have significant negative impact in impulse buying. The findings are discussed along with managerial implications and scopes for future research.

Understanding customer participation in online brand communities

2017 ◽  
Vol 20 (3) ◽  
pp. 306-334 ◽  
Author(s):  
Shampy Kamboj ◽  
Zillur Rahman
Keyword(s):  
Systematic Review ◽  
Conceptual Framework ◽  
Customer Participation ◽  
Future Research ◽  
Brand Community ◽  
Research Gaps ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Online Brand Community

Purpose The purpose of this paper is to present a systematic review of customer participation research specifically in online brand communities and summarize a number of basic issues as important research gaps that future research should address. Design/methodology/approach By using the content analysis method, this paper explores, analyses and presents a literature review by closely examining 113 articles published during 2001-2016, primarily from the leading marketing and management journals. Findings The findings of this review show that regardless of the plenty of studies in this area, a conceptual framework for customer participation is undetermined. This review presents a framework describing various antecedents, mediators, moderators and consequences of online brand community participation. Apart from this, various theories and models used in the reviewed articles are being depicted. The literature classification presented in this paper portrays the current trends and patterns of research in this area. This review also addresses research gaps in this area and presents them in the form of future research directions. Research/limitations/implications This review of literature carried out by the authors suggests that customer participation in online brand communities needs more focused conceptual research and the implications of this study will help researchers in this direction. Moreover, the managers can use the identified variables as a checklist to their online brand communities’ activities. Originality/value This paper is the first to provide a systematic review of customer participation in online brand community area that presents a comprehensive knowledge regarding the current state of research in this area on a single platform and provides a conceptual framework.

Not If, But How CEOs Affect Product Innovation: A Systematic Review and Research Agenda

2019 ◽  
Vol 16 (03) ◽  
pp. 1930001 ◽  
Author(s):  
Pascal Back ◽  
Andreas Bausch
Keyword(s):  
Product Innovation ◽  
Empirical Studies ◽  
Future Research ◽  
Firm Level ◽  
Corporate Leaders ◽  
Managerial Implications ◽  
Underlying Mechanisms ◽  
The Impact ◽  
The Relationship

While scholars have long emphasized the role of firms’ CEOs in shaping innovation outcomes, the question of underlying mechanisms remains widely unanswered. In light of this, we stress that the relationship between organizational aspects (e.g. resource allocation or culture) and product innovation should not mark the end of an intellectual quest. Instead, these enablers are also particularly contingent upon the corporate leaders. Based on 81 empirical studies, we reveal the impact of CEO characteristics (demographics, personality, and cognition) and leadership on firm-level variables that enable product innovation. Finally, we outline fruitful avenues for future research and provide managerial implications.

The impact of external social and internal personal forces on consumers’ brand community engagement on Facebook

2016 ◽  
Vol 25 (5) ◽  
pp. 409-423 ◽  
Author(s):  
Carina Simon ◽  
Tim Oliver Brexendorf ◽  
Martin Fassnacht
Keyword(s):  
Community Engagement ◽  
Social Impact ◽  
Future Research ◽  
Social Forces ◽  
Brand Community ◽  
Consumer Engagement ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
The Impact

Purpose Consumer engagement has been designated as an approach to describing online interactions that more comprehensively reflects the nature of consumers’ interactive relationships in online brand communities. This paper aims to explore consumers’ brand community engagement in the context of Facebook brand pages. This research puts forth the hypothesis that consumers’ brand community engagement on Facebook is dependent upon two overarching themes: external social forces and internal personal forces. Design/methodology/approach Based on social impact theory, social identity theory and social exchange theory, a conceptual research model is developed and empirically tested through structural equation modelling using cross-sectional data of 460 Facebook brand fans. Findings The empirical results suggest that internal personal forces primarily positively influence brand community engagement, while external social forces can even impact consumers’ brand community engagement negatively. Research limitations/implications Future research should test and validate the proposed model for specific categories and brands. Practical implications This paper offers help to online brand marketers to trigger meaningful engagement of consumers in a brand community on Facebook. Originality/value This paper examines the consumer engagement construct from a behavioural perspective in a defined social media context and highlights the peculiarities of online brand communities on Facebook that distinguish them from traditional brand communities. The research uses a strong theoretical foundation to develop a model that investigates the prevalent variables that influence consumers’ brand community engagement on Facebook.

Role of Brand experience in Fashion brands

2019 ◽  
Vol 118 (1) ◽  
pp. 57-64
Author(s):  
G. Aiswarya ◽  
Dr. Jayasree Krishnan
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Great Influence ◽  
Brand Experience ◽  
Brand Preference ◽  
Mediating Role ◽  
Confirmatory Factor ◽  
Selling Strategies ◽  
The Impact

Traditionally the products were pushed into the hands of customers by production and selling strategies; then the marketing strategy evolved which gained momentum by understanding the customer needs and developing products satisfying those needs. This strategy is most prevalent and what should be done to stand up in this most competitive scenario? The answer to this key question is to create an experience. The customers now also seek good experiences than other benefits. Brand experience has gained more attention, especially fashion brands. Previous studies demonstrate the role of the brand experience in brand equity and other consumer behavior constructs. But very little is known about the impact of brand experiences on fashion brands. The aim of this study is to develop a model which makes our understanding better about the role of Brand preference and Brand experience and its influence on purchase intention of the brand. An initial exploratory study is conducted using a focus group to generate items for the study. The items, thus generated are prepared in the form of a questionnaire and samples were collected.  Exploratory factor analysis is conducted and the reliability of the constructs is determined. These constructs are loaded onto AMOS to perform Confirmatory factor analysis. The results confirmed the scales used. We also noticed that Brand preference has a great influence on the Brand experience. Thereby the finding supports the role of the brand experience which tends to have a mediating role in influencing the purchase intention.

scholarly journals Molecular Targets of Manganese-Induced Neurotoxicity: A Five-Year Update

2021 ◽  
Vol 22 (9) ◽  
pp. 4646
Author(s):  
Alexey A. Tinkov ◽  
Monica M. B. Paoliello ◽  
Aksana N. Mazilina ◽  
Anatoly V. Skalny ◽  
Airton C. Martins ◽  
...  
Keyword(s):  
Endoplasmic Reticulum ◽  
Endoplasmic Reticulum Stress ◽  
Mitochondrial Dysfunction ◽  
Synaptic Dysfunction ◽  
Future Research ◽  
Protective Mechanism ◽  
Autophagic Flux ◽  
Future Research Directions ◽  
The Impact

Understanding of the immediate mechanisms of Mn-induced neurotoxicity is rapidly evolving. We seek to provide a summary of recent findings in the field, with an emphasis to clarify existing gaps and future research directions. We provide, here, a brief review of pertinent discoveries related to Mn-induced neurotoxicity research from the last five years. Significant progress was achieved in understanding the role of Mn transporters, such as SLC39A14, SLC39A8, and SLC30A10, in the regulation of systemic and brain manganese handling. Genetic analysis identified multiple metabolic pathways that could be considered as Mn neurotoxicity targets, including oxidative stress, endoplasmic reticulum stress, apoptosis, neuroinflammation, cell signaling pathways, and interference with neurotransmitter metabolism, to name a few. Recent findings have also demonstrated the impact of Mn exposure on transcriptional regulation of these pathways. There is a significant role of autophagy as a protective mechanism against cytotoxic Mn neurotoxicity, yet also a role for Mn to induce autophagic flux itself and autophagic dysfunction under conditions of decreased Mn bioavailability. This ambivalent role may be at the crossroad of mitochondrial dysfunction, endoplasmic reticulum stress, and apoptosis. Yet very recent evidence suggests Mn can have toxic impacts below the no observed adverse effect of Mn-induced mitochondrial dysfunction. The impact of Mn exposure on supramolecular complexes SNARE and NLRP3 inflammasome greatly contributes to Mn-induced synaptic dysfunction and neuroinflammation, respectively. The aforementioned effects might be at least partially mediated by the impact of Mn on α-synuclein accumulation. In addition to Mn-induced synaptic dysfunction, impaired neurotransmission is shown to be mediated by the effects of Mn on neurotransmitter systems and their complex interplay. Although multiple novel mechanisms have been highlighted, additional studies are required to identify the critical targets of Mn-induced neurotoxicity.

scholarly journals Millennial cultural consumers: co-creating value through brand communities

2014 ◽  
Vol 4 (1/2) ◽  
pp. 119-135 ◽  
Author(s):  
Sue Vaux Halliday ◽  
Alexandra Astafyeva
Keyword(s):  
Design Methodology ◽  
Knowledge Development ◽  
Brand Community ◽  
Content Type ◽  
Brand Communities ◽  
Art And Culture ◽  
Managerial Implications ◽  
Community Theory ◽  
Conceptual Paper ◽  
Research Propositions

Purpose – The purpose of this paper is to conceptualise millennial cultural consumers (MCCs) to bring together strands of consumer theory with branding theory to consider how to attract and retain younger audiences in arts organisations. Within that the authors single out for attention how “brand community” theory might apply to MCCs. Design/methodology/approach – This paper is a conceptual paper that reviews and comments on concepts relevant to helping arts organisations develop strategies to attract and retain younger consumers in their audiences. Findings – Thoughtful conceptual insights and four research propositions for further work by academics and/or practitioners on Millennials and the art and culture world are derived from this review and commentary. Managerial implications are also drawn out. Originality/value – This paper contributes to the knowledge development of such concepts as value and brand communities. It also provides an explanation of these concepts conncecting academic thought on value with pressing management challenges for arts organisations, suggesting ways to apply brand community thinking to innovatiely conceptualised MCCs.

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