Broadening brand engagement within the service-centric perspective

2017 ◽  
Vol 27 (2) ◽  
pp. 317-335 ◽  
Author(s):  
Yuri Seo ◽  
Carol Kelleher ◽  
Roderick J. Brodie
Keyword(s):  
Theoretical Perspective ◽  
Service Research ◽  
Brand Relationships ◽  
Content Type ◽  
Integrative Framework ◽  
Brand Engagement ◽  
Socially Constructed ◽  
Conceptual Clarity ◽  
Recent Developments ◽  
Conceptual Paper

Purpose While extant service-centric research has largely focussed on managerial advantages, few studies have addressed how brand engagement emerges in the broader context of consumer lives. The purpose of this paper is to develop a novel intersubjective hermeneutic framework that bridges the socially constructed as well as the individualised meanings of brand engagement in the context of service research. Design/methodology/approach This conceptual paper adopts a theory-building approach based on recent developments in the service-centric marketing literature. Findings The authors offer a novel theoretical perspective that recognises the intersubjective and phenomenological nature of individual and collective consumer brand experiences, and show how such experiences emerge from socially constructed brand engagement practices using the co-constituting lens of value-in-use. Research limitations/implications The proposed conceptual framework invites further empirical and contextual investigations of intersubjective brand engagement in both online and offline contexts. Originality/value The contribution of this framework is twofold. First, the authors draw on the intersubjective orientation and hermeneutic framework to provide conceptual clarity in relation to the nature of brand engagement practices, brand experiences, and value-in-use, and discuss their interrelationships. Second, the authors address the nature of meaning ascribed to engagement beyond customer-firm-brand relationships, and discuss why any given consumer’s experience of brand engagement reflects a complex dialectic between socially constructed and individualised brand meanings. In doing so, the integrative framework recognises the interplay between the intersubjective and phenomenological natures of consumer brand experiences, and offers insights as to how these experiences are framed by broader socially constructed engagement practices.

Responsible innovation and social innovation: toward an integrative research framework

2019 ◽  
Vol 46 (6) ◽  
pp. 742-755 ◽  
Author(s):  
Karsten Bolz ◽  
Anne de Bruin
Keyword(s):  
Social Innovation ◽  
Field Research ◽  
Responsible Innovation ◽  
Systematic Research ◽  
Content Type ◽  
Policy Practice ◽  
Integrative Framework ◽  
Integrative Research ◽  
Conceptual Paper ◽  
Innovation Study

PurposeResponsible innovation (RI) and social innovation (SI) are two fields of innovation study experiencing burgeoning policy, practice and research interest. Despite this rapid rise in popularity, the scholarly literature in these two related areas of innovation study remains quite separate, stymieing the growth of shared research insights. The purpose of this paper is to propose a pragmatic, process-based framework that lends itself to advancing systematic research in both fields while retaining their distinct identities.Design/methodology/approachThis conceptual paper outlines an analogy-inspired framework that builds on the logical thinking put forward by Philosopher Willard Van Orman Quine in 1962. It focusses on key processes that cross-cut both fields.FindingsReflexivity, collaboration and design are identified as three broad core processes that span both the RI and SI fields and form the basis of an integrative framework that highlights the scope for cross-field research pollination.Originality/valueThe literature that draws these two fields together is virtually non-existent. The paper uses analogy to facilitate awareness of the parallels between these two areas of innovation study. The integrative framework put forward in the paper is of value for advancing cumulative research in innovation fields of critical importance to the society.

Drivers, types and value outcomes of customer-to-customer interaction

2018 ◽  
Vol 28 (6) ◽  
pp. 710-732 ◽  
Author(s):  
Kristina Heinonen ◽  
Elina Jaakkola ◽  
Irina Neganova
Keyword(s):  
Customer Value ◽  
Empirical Studies ◽  
Service Research ◽  
Future Research ◽  
Content Type ◽  
Integrative Framework ◽  
Customer Interaction ◽  
Interaction Research ◽  
Practical Implications

PurposeCustomer-to-customer (C2C) interaction plays a significant role in service. The purpose of this paper is to identify the drivers that motivate customers to interact with other customers, the interactions through which customers affect other customers and the value outcomes of C2C interactions for the participants.Design/methodology/approachThe paper is based on a systematic literature review of C2C interactions. The authors analyzed 142 peer-reviewed articles to synthesize existing knowledge about C2C interactions. A generic value framework is used to categorize earlier research and reveal areas for further research.FindingsThe main outcome of this study is an integrative framework of C2C interaction that bridges C2C interactions and customer value. The findings indicate customer-, firm- and situation-induced drivers of C2C interactions. Outcome- and process-focused C2C interactions are identified to result in functional, emotional and social value outcomes. Avenues for additional research to explore issues related to current technology-saturated service settings are proposed.Research limitations/implicationsThe paper proposes an agenda for future research to extend the C2C interaction research domain and explore how such interactions create value for the customer. The role of the service provider is not explicitly addressed but is an important area for further research.Practical implicationsCompanies can use the framework to understand how they can become involved in and support beneficial C2C interaction.Originality/valueThis paper reviews empirical studies on C2C interaction, offering a systematic review of C2C interaction and producing an integrative framework of C2C interaction. It identifies a research agenda based on the framework and on topical issues within service research and practice.

Engagement platforms in the sharing economy

2017 ◽  
Vol 27 (4) ◽  
pp. 761-777 ◽  
Author(s):  
Christoph F. Breidbach ◽  
Roderick J. Brodie
Keyword(s):  
Empirical Studies ◽  
Theoretical Perspective ◽  
Academic Research ◽  
Sharing Economy ◽  
Service Research ◽  
Future Research ◽  
Information Communication ◽  
Content Type ◽  
Future Studies ◽  
Service Ecosystem

Purpose The purpose of this paper is to identify and delineate research directions that guide future empirical studies exploring how engagement platforms facilitate value co-creation and actor engagement in the context of the sharing economy. Design/methodology/approach The authors adopt a midrange theorizing approach with service-dominant logic as the integrating meta-theoretical perspective to develop a theoretical framework about service platforms, engagement platforms, and actor engagement in information communication technology (ICT) mediated environments. The authors then contextualize the framework for the sharing economy. Findings The authors introduce 20 unique research questions to guide future studies related to service ecosystems, engagement platforms, and actor engagement practices in the context of the sharing economy. Research limitations/implications The sharing economy is an emerging phenomenon that is driven by the development and proliferation of engagement platforms. The engagement platform concept therefore provides a novel perspective for exploration of how ICT can be utilized to facilitate value co-creation and engagement amongst interdependent economic actors in a service ecosystem. Practical implications The purpose of this paper is to guide future academic research, rather than managerial practice. Future research based on the framework can help guide decision-makers to implement and use engagement platforms more effectively. Originality/value This paper offers new insight into the important intersection of ICT and service research, and guides future studies exploring the role of engagement platforms in the context of the sharing economy.

Spinoffs and their endowments: beyond knowledge inheritance theory

2016 ◽  
Vol 17 (3) ◽  
pp. 570-589 ◽  
Author(s):  
Andrea Furlan ◽  
Roberto Grandinetti
Keyword(s):  
Social Capital ◽  
Intellectual Capital ◽  
Theoretical Research ◽  
Integrative Approach ◽  
Content Type ◽  
Integrative Framework ◽  
The Social ◽  
Conceptual Paper ◽  
Social Capital Perspective ◽  
Crucial Part

Purpose – The purpose of this paper is to integrate knowledge inheritance theory with the social capital perspective to explain the initial endowments of spinoffs. Design/methodology/approach – The authors maintain that social capital plays a crucial part, both as a mechanism supporting the generation of intellectual capital prior to a spinoff’s foundation, and as an endowment that complements this capital once the spinoff is founded. Knowledge inheritance remains a fundamental mechanism for the formation of a spinoff’s intellectual capital. Its other endowment, social capital, derives from three types of relationship that future entrepreneurs develop within, through and outside their parent firm, all three of which are crucial to the formation of a spinoff’s intellectual capital. Findings – The first result of the theoretical research is an integrative framework of a spinoff’s endowments. Moreover, the authors apply this framework to address two key research questions in the spinoff literature, i.e. whether spinoffs can differ from their parents in terms of intellectual capital; and why spinoffs tend to co-locate near their parents, in geographical clusters. The integrative approach helps to tackle these questions. Originality/value – This conceptual paper offers a more comprehensive explanation of the emergence of spinoffs in terms of their initial endowments than the knowledge inheritance theory.

Systems, networks, and ecosystems in service research

2016 ◽  
Vol 27 (4) ◽  
pp. 652-674 ◽  
Author(s):  
Sergio Barile ◽  
Robert Lusch ◽  
Javier Reynoso ◽  
Marialuisa Saviano ◽  
James Spohrer
Keyword(s):  
Systems Approach ◽  
The Body ◽  
Service Systems ◽  
Service Research ◽  
Interaction Patterns ◽  
Service Networks ◽  
Content Type ◽  
Viable Systems ◽  
Conceptual Paper ◽  
Level Of Analysis

Purpose – The purpose of this paper is to create awareness on the need for lifting up the level of analysis in service research by focusing on systems, networks, and ecosystems to contribute to the research expansion of the traditionally narrow view of service. Design/methodology/approach – This conceptual paper is built upon three blocks. First, the viable systems approach is revised to highlight the survival, viability, and complexity of service systems. Second, the dynamics of service networks is discussed using an ecological view of service with a nested, networked configuration. Third, these two previous perspectives are integrated using the fundamentals of ecosystems thinking. Findings – This paper outlines a novel, tri-level approach reorienting and reframing our thinking around systems, networks, and ecosystems. Some research challenges and directions that could expand the body of knowledge in service research are also discussed. Research limitations/implications – The tri-level approach proposed in this conceptual paper could be enriched with other theoretical perspectives and empirical explorations. Practical implications – Lifting the level of analysis by focussing on service systems, service networks, and service ecosystems would allow practitioners to expand their business perspective to better face the challenges of complex business settings, enabling them to co-create value for all their stakeholders. Originality/value – The paper contributes to set the foundation for the next stage of service research by going beyond dyadic interactions to address dynamic systems, networks, and ecosystems across different interaction patterns in complex business configurations.

scholarly journals Fostering brand engagement and value-laden trusted B2B relationships through digital content marketing

2019 ◽  
Vol 53 (9) ◽  
pp. 1759-1781 ◽  
Author(s):  
Kimmo Taiminen ◽  
Chatura Ranaweera
Keyword(s):  
Online Survey ◽  
Customer Relationships ◽  
Digital Content ◽  
Brand Relationships ◽  
Content Type ◽  
Brand Engagement ◽  
Value Perceptions ◽  
Relationship Value ◽  
Content Marketing

Purpose The purpose of this paper is to explore how digital content marketing (DCM) users can be engaged with business-to-business (B2B) brands and determine how such engagement leads to value-laden trusted brand relationships. Design/methodology/approach Through an online survey, data were collected from the email marketing list of a large B2B brand, and the hypothesised research model was analysed using covariance-based structural equation modelling. Findings This paper identifies a bundle of helpful brand actions – providing relevant topics and ideas; approaching content with a problem solving orientation; as well as investing in efforts to interpret, analyse and explain topics through DCM – to foster relationship value perceptions and brand trust. Critically however, cognitive-emotional brand engagement is shown to be a necessary requirement for converting these actions into relationship value perceptions. Research limitations/implications This paper furthers the understanding of the dual role of helpful brand actions in functionally oriented DCM. Additionally, this paper offers evidence of the central role of cognitive-emotional brand engagement in influencing value-laden customer–brand relationships. Practical implications This paper introduces a bundle of helpful brand actions that forms the basis for the dual roles of a brand in enhancing customer value and in fostering brand engagement and building relationships. This approach helps practitioners to steer brand-related perceptions arising from DCM interactions towards building trusted brand relationships. Originality/value This paper contributes to the marketing literature by revealing a potential approach to DCM in managing customer relationships. Instead of focusing solely on the content benefit-usage link to support engagement, this paper reveals the potential of helpfulness as a brand-initiated DCM engagement trigger in engaging customers with the brand, vis-à-vis the content.

Engaging consumers in mobile instant messaging: the role of cute branded emoticons

2019 ◽  
Vol 28 (7) ◽  
pp. 849-863 ◽  
Author(s):  
Crystal T. Lee ◽  
Sara H. Hsieh
Keyword(s):  
Social Interaction ◽  
Impression Management ◽  
Structural Equation ◽  
Online Survey ◽  
Instant Messaging ◽  
Mobile Marketing ◽  
Self Concept ◽  
Brand Relationships ◽  
Content Type ◽  
Brand Engagement

Purpose With the rapid surge of mobile marketing, an increasing number of brands have launched branded emoticons in an attempt to build brand relationships with consumers. Despite the apparent promise of branded emoticon usage, there is only limited academic research on branded emoticons. This paper aims to build on impression management theory and the conceptualization of cuteness to investigate how the effect of cuteness in branded emoticon design influences perceived playfulness in mobile instant messaging (MIM) interaction and the creation of brand engagement in self-concept. Design/methodology/approach Consumers with usage experience of branded emoticons in MIM apps were recruited to complete an online survey. Partial least squares structural equation modelling was used to analyze the data. Findings Two facets of cuteness – kindchenschema cuteness and whimsical cuteness – can project a favourable social image to consumers that facilitates playfulness in social interaction and enhances brand engagement in self-concept, which leads to their willingness to purchase the brand and stickiness to the MIM apps. Originality/value The popularity of branded emoticons represents a new form of social interaction and an innovative way to build brand relationships. The present study is the first to examine the design aspects of branded emoticons and highlights that the cuteness of a branded emoticon may be a crucial factor in engaging consumers in MIM.

Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships

2019 ◽  
Vol 28 (2) ◽  
pp. 274-286 ◽  
Author(s):  
Teresa Fernandes ◽  
Mariana Moreira
Keyword(s):  
Brand Loyalty ◽  
Cross Sectional Survey ◽  
Brand Relationships ◽  
Cross Sectional ◽  
Content Type ◽  
Brand Engagement ◽  
Emotional Relationships ◽  
Indirect Impact ◽  
The Impact

Purpose The purpose of this study is to understand differences in consumer brand engagement (CBE) according to the functional or emotional nature of consumer–brand relationships and its direct and/or indirect impact on brand loyalty (BL). Additionally, the study aims to compare CBE and Satisfaction as predictors of BL, considering the two types of consumer–brand relationships. Design/methodology/approach A cross-sectional survey was applied to two independent samples. Respondents of one of the samples were asked to recall a brand with which they had a functional relationship, while the other respondents were asked to consider a brand with which they had an emotional relationship. To test research hypotheses, a causal model using SEM was developed. Findings Results validate CBE as a three-dimensional construct, stronger for emotional than functional brand relationships and show its significant direct and indirect impact on BL. Through a comparative analysis, findings also prove that the effects of CBE on BL, directly or indirectly through Satisfaction, are stronger for emotional relationships, while Satisfaction is a stronger direct predictor of BL for functional brand relationships. Originality/value Addressing calls to focus on the impact of specific brand types on engagement, this study allows a better understanding of the moderating role of functional and emotional relationships on CBE. This study further adds to the existing body of knowledge by establishing the mediating role of Satisfaction and comparing the contribution of CBE and Satisfaction to BL according to the nature of consumer–brand relationships. Overall, our findings enhance knowledge on how consumers engage with and become loyal to brands, offering important implications for brand managers.

Toward a socio-contextual understanding of transliteracy

2018 ◽  
Vol 46 (2) ◽  
pp. 178-188 ◽  
Author(s):  
Amanda Hovious
Keyword(s):  
Information Literacy ◽  
Social Practice ◽  
Academic Librarians ◽  
Content Type ◽  
Current Discussion ◽  
Socially Constructed ◽  
Contextual Understanding ◽  
Recent Developments ◽  
The Relationship ◽  
Practical Implications

Purpose The purpose of this paper is to explore the emerging concept of transliteracy from the perspective of literacy as a socially constructed and contextual practice. Design/methodology/approach A systematic review of the literature explores the origins and development of transliteracy in the context of the multiple understandings of literacy. An argument is made that the current discussion among academic librarians about transliteracy as a set of skills is incompatible with its socio-constructivist roots. Findings Librarians’ interest in transliteracy stems from its relationship to information literacy, with current discussion focused on defining its skills. However, a skills-based perspective does not reflect the nature of what it means to be transliterate. Rather than a common set of skills that are practiced across multiple media platforms, transliteracy can be reconceptualized as a social practice that crosses multiple contexts (e.g. school, home and workplace). Practical implications This expanded understanding better aligns transliteracy to recent developments in information literacy, such as the knowledge practices of the ACRL framework. Originality/value This paper introduces an expanded understanding of transliteracy, adding to the growing conversation about the relationship between emergent literacies and information literacy.

Conceptualizing and measuring resistance to change in brand relationships

2016 ◽  
Vol 8 (3) ◽  
pp. 180-204 ◽  
Author(s):  
Sridhar N. Ramaswami ◽  
Sekar Raju ◽  
Dana C. Page
Keyword(s):  
Discriminant Validity ◽  
Resistance To Change ◽  
Two Dimensions ◽  
Brand Relationships ◽  
Content Type ◽  
Global Brands ◽  
Brand Engagement ◽  
Item Fit ◽  
Validity Tests ◽  
Good Scale

Purpose This research aims to examine two constructs that define loyal brand relationships – greater resistance to changing their brand beliefs and attitudes (resistance to change) and greater willingness to shun competitor brands (determinism). The paper develops and tests psychometrically sound scales to measure these two constructs and proposes and tests a model that identifies antecedent and outcome linkages between resistance and determinism and other brand relationship measures across two studies. Design/methodology/approach Scale development was done following the guidelines recommended by Nunnally and Bernstein (1994) and Churchill (1979). Factor analysis was used to test scale item fit. Discriminant validity, scale reliability tests, nomological and predictive validity tests were conducted. Findings This study adds to the literature by identifying the specific dimensions that compose the resistance concept. It finds that strong resistance leads to determinism at the high end. It also finds that brand engagement is an outcome of resistance. In addition, three sub-components of the resistance dimension – resistance to new products that offer higher value, resistance to value improvements of competing offerings and resistance to quality deterioration for the focal or object brand – are also identified and scale items developed to measure them. Research limitations/implications Resistance to change and determinism are less understood and researched concepts in the context of brand relationships. Further, these two dimensions are of particular importance in emerging markets such as India because of the changes taking place in these markets with the introduction of many global brands competing with traditional strong brands. For new brands, a key question is how to reduce the resistance that consumers exhibit toward trying out new brands. For existing brands, the key question is how to leverage the resistance that consumers have in trying out a new brand so that greater determinism is built and defections are minimized. This research helps answer some of these questions. Originality/value The primary purpose of the study was to identify the specific dimensions that compose the resistance concept. An important aspect of brand relationships is the ability to foster greater strength in the relationship. While the important of resistance has been known, a good scale to measure it has been lacking.

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