Purpose – The purpose of this paper is to study factors affecting consumers’ liking and commenting behavior on Facebook brand pages, and to analyze the mediating role of mode of interaction on relationships between personality traits and liking/commenting behavior....

Purpose – The motivation behind this research is to remedy a gap in the literature on the role of branding within small to medium‐sized not‐for‐profit organisations that are not part of the charity or voluntary sector. Design/methodology/approach – To understand the role precisely, a...

Purpose – Previous research has explored the impact of customer participation in organizational‐sponsored loyalty programs on customer loyalty; however, the findings are mixed. Other research, outside the loyalty program literature, reveals that customers who socially interact with other...

Purpose – This study seeks to examine the impact of brand management strategies on the employee role in the deliverance of the service experience consistent with the brand from a management perspective. In doing so, furthers understanding of an area that, to date, has received little empirical...

Purpose – The purpose of this paper is to conduct an exploratory study of the branding of business‐to‐business (B2B) services, specifically examining the commodity‐like logistics services industry. Design/methodology/approach – The paper is of a multiple‐methods research design....

Purpose This study aims to develop a process model to facilitate enterprises’ co-creating value with consumers through social media. Design/methodology/approach Drawing on the concepts of internet-based co-creation and collective action theory, this study outlines a five-stage model...

Purpose – The paper aims to apply the co‐creation paradigm to nation branding in order to analyze how the identity and image of a nation brand are inter‐twined in terms of levels and dimensions, respectively. Design/approach/methodology – This explorative study was conducted among 178...

Purpose – This paper aims to explore Chinese hoteliers' perspectives on co‐branding between hotels and products of other industries or sectors. Design/methodology/approach – A survey with both structured and open‐ended questions was distributed to 300 Chinese hotel executive level...