1. Introduction and Overview -- 2. Segmentation in Data-Driven Online Brand Communities -- 3. Participation and Customer Involvement -- 4. Online Brand Communities and Loyalty Intentions -- 5. Consumer Engagement -- 6. Social Identity and OBCs -- 7. Brand and Customer Loyalty in OBCs -- 8. Brand...

The purpose of this research is to study deeply innovation in service through networking strategies. In tourism sector, it is extremely interesting to study collaborative relationships even among competitors, in a general scheme of value strategy co-planning, typical of coopetition. We propose a...

The present study empirically explores a theoretical model of co-creation, technological innovation, guest satisfaction and guest revisit intention. For meeting the objectives of the study data was collected using a self-administered questionnaire from 341 customers visiting luxury hotels in...

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...

In this paper, we present the conceptual paper to adapt a new dominant logic of marketing for understanding the consumer behaviour in the globalization. To compete in the globalisation or localisation, companies need the potential marketing strategy in order to sustain their market position;...

Crowdsourcing communities' participation revolves around customers throughout all steps of creating ideas and product value. Firms across manufacturing industries and suppliers have started to interact with customers/users to understand their knowledge, creative ideas and influence. However,...

This work is centered on the validating of Yi and Gong's 2013 scale for measuring value co-creation behavior from the customer's perspective. The recommendations of Camisón and Bou (2000) are followed. To do so, the measurement instrument's flexibility and validity are valued, using a sample of...