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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...

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Building industrial brand equity by leveraging firm capabilities and co-creating value with customers

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An integrated model of corporate brand experience and customer value co-creation behaviour

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Millennial cultural consumers : co-creating value through brand communities

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A new form of brand experience in online social networks : an empirical analysis

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The impact of value co-creation behaviour within the social media context

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Transforming customer brand engagement to co-creation value through participation energy and effort

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Customer nontransactional value cocreation in an online hotel brand community : driving motivation, engagement behavior, and value beneficiary

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Customer participation in firm-initiated activities via social media : understanding the role of experiential value

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Brand experiential value for creating integrated resort customers' co-creation behavior

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