Contemporary branding literature views brand identity as socially constructed through complex interactions between multiple stakeholders. Despite extant work on how brand communities and individuals ...contribute towards brand identity formation, our understanding of management-led processes constituting part of the wider process of a socially constructed brand identity is still under-developed. Drawing on in-depth interviews with senior executives of a luxury automotive company and a netnography of its online brand community, we develop a process model of corporate brand identity co-creation, comprising three management-led processes: ‘nurturing brand passion’, ‘bridging’ corporate brand identity meanings and ‘partnering’, and associated activities through which management contribute to the wider process of corporate brand identity formation with community members and other stakeholders. By highlighting the interlinked and recursive nature of these processes and activities in the resulting model, the study offers a deeper understanding of the ways in which management are involved in co-creating corporate brand identity.
Co-creating value for luxury brands Tynan, Caroline; McKechnie, Sally; Chhuon, Celine
Journal of business research,
11/2010, Letnik:
63, Številka:
11
Journal Article
Recenzirano
The global market for luxury brands has witnessed dramatic growth over the last two decades but the current challenging economic environment contributes to the difficulty brand owners experience in ...ensuring that customers perceive sufficient value in their luxury brands to compensate for the high prices. According to recent service-oriented research, customers and suppliers co-create value as a result of a shift from a firm- and product-centric view of value creation to one that focuses on personalized brand experiences. In this paper, the authors develop a theoretical framework of types of value for luxury brands, and use case study research to identify processes of value creation in this particular setting. The findings highlight the variety of interactions taking place between luxury brand owners, their customers and members of their respective networks, which help to differentiate luxury brands and co-create a superior value proposition.
Research on customer value creation in a tourism setting has tended to prioritize the firm’s over the customer’s perspective. However, new understandings of customer value through the lens of ...customer-dominant logic emphasize the need to consider value as emerging within the broader context of a customer’s lifeworld, which transcends customer–firm interactions and includes interactions with others. Tourism experiences are experiential and meaning-laden at the individual and collective levels. As a resource for value creation, emotions play an important but underexplored role during value-in-use and influence the tourist’s consumption experience. We provide a customer-grounded understanding of value creation as emerging and evolving over time by examining how emotions are experienced and contribute to the holistic consumption experience both intra- and intersubjectively. By demonstrating how emotions, as a customer operant resource, contribute to the process of value creation as well as value destruction, we extend our knowledge of experiential consumption practices.
This study addresses the transformational role time and substance play in an unconventional luxury experience. Adopting a giving, as opposed to having, perspective of unconventional luxury, in-depth ...interviews were carried out with tourists in a luxury Ecocamp in Kenya. We demonstrate how the reappropriation of time is central to the transformational effects of unconventional luxury experiences. Time and substance are interlinked whereby an emphasis on substance promotes a reconsideration of time and vice versa. Time is reappropriated through a process of appreciation, learning and (re)discovery resulting in inner (self), outward (self in relation to others) and onward (non-related distant others) transformations. We present the bidirectional relationship of giving experiences and a blending of inner and outward transformations resulting in an unintended ‘matcher’ experience. We reposition unconventional luxury as grounded in ethicality and its associated positive impacts on one’s wellbeing, reflecting higher levels of personal meaning and relevance in the consumption experience.
For the last twenty-five years customer experiences have been considered to be a key concept in marketing management, consumer behaviour, services marketing and retailing with the result that the ...underlying logic and managerial rationale for experience marketing is well established in the marketing literature. However, the gulf between academics and practitioners on this topic is now as wide as ever with bestselling titles on experience marketing written by and for practitioners, which are rich in examples and step-by-step guides to managerial success yet pay scant attention to the contributions of academics in this area. The purpose of this paper is to review and reassess the extant work on experience marketing. Service-Dominant logic is employed to bridge the divide between theory and practice in this respect. A model of customer's experience proposed, implications for practitioners and academics are discussed and greater dialogue is called for between marketers and their academic counterparts.
Although the effects of interactivity and personalization tools on the browsing experience are the subject of previous research, relatively little research focuses on the effect of variable levels of ...such features on buyers' evaluations of choice goals. To address this gap, this study conducts an experiment with 273 participants to examine these relationships in the context of complex, high-risk purchase situations where the seller is new to the market and buyers demonstrate variable risk averseness. Findings identify a positive association between website design features and browsing outcomes. The study provides direction on determining the combination of website features according to buyer characteristics.
Understanding the effects of website design features on website usage is complicated when buyers differ in their willingness to process information to make decisions. However, it becomes more ...difficult for a new-to-market e-store with no established familiarity. While extant literature suggests the use of interactivity and personalization features offered by e-stores to reduce consumers’ risk perceptions and improve trustworthiness of such stores, there is little guidance on the level of feature provision required to enhance consumer satisfaction in making product selections from a new and unfamiliar e-store. The authors explore this issue in an online experiment with 273 subjects browsing 4 websites offering identical products but with variable levels of interactivity and personalization features. Findings reveal a positive association between the level of feature provision and browser decision-making outcomes. However, interactivity features are more effective for maximizers, whereas personalization ones are more effective for satisficers.
•We examine the case of first time visitors encountering a new e-store.•It shows how website features of a new e-store shape their browsing outcomes.•We test the impact of task-facilitative tools for utilitarian browsing purposes.•Users respond differently to a fixed choice set when we change levels of the tools.•Usage of tools also varies according to their individual maximizing tendencies.
In recent years there has been an increase in the practice of product placement. This paper reports the findings of an exploratory quantitative study of the attitudes of Chinese consumers towards ...product placement. The aim is to provide some insights into how similar, or different, these attitudes are to those of American consumers. Country differences were found to exist between the US and the People's Republic of China (PRC) in terms of Chinese consumers generally being less accepting of product placement than American consumers, while individual differences were not found to have much of an impact given the major differences in cultural values between the US and the PRC. Also, more ethically-charged products generated greater concerns among both US and Chinese consumers than less ethically-charged products.
Traditionally, customer value has been examined from the perspective of the firm. New understandings of customer value from the customer-dominant logic perspective of services emphasise the need to ...move away from the service-dominant perspective and adopt a customer-based approach that considers value within the broader context of a customer's lifeworld. This article explores how individual customers make sense of their participation in an extraordinary, commercially-driven consumption experience. A phenomenological approach is taken to understand the lived experience of these participants. The findings of this exploratory study reveal the highly complex nature of value in the experience in the chosen context of luxury driving experience days. Theoretical and managerial implications are discussed.
This research examines how emotion valence and future intentions arising from relational exchanges with a service firm depend on a consumer's level of goal attainment and locus of causality (firm vs. ...self) of relational outcomes. Drawing on the theories of goal‐directed behavior and agency of causation, this study hypothesizes that levels of goal attainment and locus of causality influence the generation of positive emotions (gratitude), negative emotions (grudge and guilt), relational mediators (trust and commitment), and subsequent future intentions to remain loyal to the firm. Based on a controlled experiment with 284 subjects in a consumer‐determined relationship setting, the research finds that emotion valence and future loyalty intentions are contingent upon the fulfillment of relational objectives of individual consumers and the agency of causation for the outcome of the relational exchanges. In doing so, this study delineates the conditioning mechanism that directs how emotion valence influences behavioral intentions. The study contributes to the consumer behavior and services marketing literatures on consumption‐based emotions and has significant practice implications for relational behaviors.
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