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Branding co-creation with members of online brand communities

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dc.citedby183
dc.contributor.authorHajli N.en_US
dc.contributor.authorShanmugam M.en_US
dc.contributor.authorPapagiannidis S.en_US
dc.contributor.authorZahay D.en_US
dc.contributor.authorRichard M.-O.en_US
dc.contributor.authorid55672739800en_US
dc.contributor.authorid36195134500en_US
dc.contributor.authorid8848778400en_US
dc.contributor.authorid6507919971en_US
dc.contributor.authorid9237918700en_US
dc.date.accessioned2023-05-29T06:40:59Z
dc.date.available2023-05-29T06:40:59Z
dc.date.issued2017
dc.description.abstractThis article looks at the co-creation of value in the branding process with members of online communities. Three online communities in Iran are analyzed through 45 interviews with members along with three interviews with top managers of the three brands of these communities. A content analysis shows a clear process in that the social interactions of customers in online brand communities with their favorite brands help develop relationship quality and increase customer brand loyalty. The findings suggest that firms may develop their branding strategies using social media and online brand communities through relationship marketing by using an online co-creation strategy. The findings also serve to inform practitioners of the impact of social media on branding and how they can best facilitate these brand relationships. � 2016 Elsevier Inc.en_US
dc.description.natureFinalen_US
dc.identifier.doi10.1016/j.jbusres.2016.08.026
dc.identifier.epage144
dc.identifier.scopus2-s2.0-84994156540
dc.identifier.spage136
dc.identifier.urihttps://www.scopus.com/inward/record.uri?eid=2-s2.0-84994156540&doi=10.1016%2fj.jbusres.2016.08.026&partnerID=40&md5=88e0d5dc583f58961c2064406557d9f5
dc.identifier.urihttps://irepository.uniten.edu.my/handle/123456789/23492
dc.identifier.volume70
dc.publisherElsevier Inc.en_US
dc.relation.ispartofAll Open Access, Green
dc.sourceScopus
dc.sourcetitleJournal of Business Research
dc.titleBranding co-creation with members of online brand communitiesen_US
dc.typeArticleen_US
dspace.entity.typePublication
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