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Digital Marketing Strategies for Value Co-creation : Models and Approaches for Online Brand Communities

Ozuem, Wilson; Willis, Michelle - 2022

Chapter 1: Introducing Online Brand Communities -- Chapter 2: Participation and customer involvement -- Chapter 3: Online brand communities and loyalty intentions -- Chapter 4: Consumer engagement -- Chapter 5: Social identity and online brand communities -- Chapter 6: Brand and customer loyalty...

Persistent link: https://www.econbiz.de/10013167257

Brand co-creation through social actor engagement

Yuksel, Kamer; Ballantyne, David; Biggemann, Sergio - In: Customer engagement : contemporary issues and challenges, (pp. 211-235). 2016

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Is co-creation really a booster for brand equity? : the role of co-creation in observer-based brand equity (OBBE)

Kristal, Samuel; Baumgarth, Carsten; Behnke, Carolin; … - In: The journal of product & brand management 25 (2016) 3, pp. 247-261

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Experiencing flavourful fun : delighting customers the RB way

Tripathi, Vibhuti; Tandon, Anushree; Gupta, Ashish - In: Global business review 16 (2015) 2, pp. 341-347

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An investigation into gamification as a customer engagement experience environment

Harwood, Tracy; Garry, Tony - In: The journal of services marketing 29 (2015) 6/7, pp. 533-546

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The impact of sellers' social influence on the co-creation of innovation with customers and brand awareness in online communities

Wang, Yichuan; Hsiao, Shih-Hui; Yang, Zhiguo; Hajli, Nick - In: Industrial marketing management : the international … 54 (2016), pp. 56-70

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The psychological mechanism of brand co-creation engagement

Hsieh, Sara H.; Chang, Aihwa - In: Journal of interactive marketing : a quarterly … 33 (2016), pp. 13-26

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The effects of regulatory fit on customer brand engagement : an experimental study of service brand activities in social media

Solem, Birgit Andrine Apenes; Pedersen, Per Egil - In: Journal of marketing management : MM 32 (2016) 5/6, pp. 445-468

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The customer engagement ecosystem

Maslowska, Ewa; Malthouse, Edward C.; Collinger, Tom - In: Journal of marketing management : MM 32 (2016) 5/6, pp. 469-501

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Antecedents of consumer brand engagement and brand loyalty

Leckie, Civilai; Nyadzayo, Munyaradzi; Johnson, Lester W. - In: Journal of marketing management : MM 32 (2016) 5/6, pp. 558-578

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