当前位置: X-MOL 学术Journal of Brand Management › 论文详情
Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)
Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions
Journal of Brand Management ( IF 4.350 ) Pub Date : 2020-04-02 , DOI: 10.1057/s41262-020-00194-7
Cassandra France , Debra Grace , Joseph Lo Iacono , Joan Carlini

As value co-creation continues to gain traction as one of the most influential concepts in contemporary marketing, it is worthwhile to explore the role of the customer in the realisation of value. This paper considers that customer participation in a range of active customer behaviours, including development, feedback, advocacy and helping, can co-create customer perceptions of brand value. In particular, the research examines the interplay between the dimensions of quality, emotional, price and social value with respect to co-creation behaviour dimensions. Overall, the results indicate potentially positive impacts of advocacy and development behaviours, little influence from feedback and seemingly negative impacts from helping behaviour, upon brand value dimensions. This paper offers initial insight into the potential impacts of different behaviours upon forms of value, enhancing theoretical understanding and offering direction for brand management applications.

中文翻译:

探索顾客感知品牌价值与顾客品牌共创行为维度之间的相互作用

随着价值共创作为当代营销中最具影响力的概念之一继续受到关注,探索客户在价值实现中的作用是值得的。本文认为,客户参与一系列积极的客户行为,包括发展、反馈、倡导和帮助,可以共同创造客户对品牌价值的感知。特别是,该研究考察了质量、情感、价格和社会价值等维度与共创行为维度之间的相互作用。总体而言,结果表明宣传和发展行为对品牌价值维度的潜在积极影响,反馈的影响很小,而帮助行为的看似负面影响。
更新日期:2020-04-02
down
wechat
bug