The relationship between self-image and product/brand imagery remains an important area of concern in marketing research and marketing practice because of its impact on product/brand evaluation and choice; however many studies report inconclusive findings about this relationship. A conceptual model is developed which links a function of attitudes ± as the pursuit and maintenance of self-esteem and self-identity ± to the public and private contexts of self-concepts; and the subsequent intrinsic and extrinsic congruence between brand evaluation and choice. In this exploratory study the Self-Monitoring Scale is used to explore the link between the social and psychological determinants of self-presentation in the pursuit of self-esteem and maintenance of self-identity, and to inform the examination of the relationship between selfconcept and product symbolism. Findings from the qualitative and quantitative stages of a study of the UK alcoholic soft drinks market are presented. There were distinct differences between the self-monitoring groups when the interpretation of specific brand images was investigated. The results provided empirical support for viewing the self as a divisible entity. The implications for marketing practice are discussed.
Telecommunications companies world‐wide are developing 3G mobile phones and applications. In the UK, mobile banking is considered to be one of the most value‐added and important mobile services available. However, the adoption rate of using 3G mobile phones for financial services is yet to be determined. The current research examined both innovative attributes and customers’ perceived risk in order to understand customers’ behaviour and motivation toward this innovation. It has advanced the theoretical frameworks of innovation and customers’ risk perception as new attributes and risk dimensions were identified. The findings provide banking executives with a better understanding of what are the perceived advantages and disadvantages of 3G mobile banking services, helping them to plan marketing strategies and promotion approaches for 3G mobile banking services in the future.
Complex services, such as healthcare, struggle to realize the benefits of value co-creation due to the substantial challenges of managing such services over the long-term. Key to overcoming these challenges to value co-creation is a profound understanding of dialogue (i.e., 'quality of discourse' facilitating shared meaning) during service interactions. Contributing to an emerging literature, we undertake a longitudinal, ethnographic study to assess dialogue between professionals and patients through the lens of dialogic engagement (i.e., iterative mutual learning processes that bring about action through dialogue). We develop and empirically support six dialogic co-creation and co-destruction mechanisms that impact on the resolution of tensions and integration of knowledge resources between service providers and consumers. We reveal the multidimensional and dynamic nature of value created or destroyed through these mechanisms in dialogue over time. Taking healthcare as an exemplar, we offer a research agenda for developing our understanding of DE in complex services. Keywords Dialogic engagement. Dialogue. Healthcare services. Complex services. Value co-creation. Value co-destruction. Knowledge resources. Patients. Healthcare professionals During recent years it has been conclusively shown that consumers and service providers across diverse domains benefit from value co-creation (Vargo et al. 2017). Arguably, value co-creation holds the most potential for complex services, such as delivery of healthcare services. In this domain, policy reforms emphasize the development of consumer-centered care and surveys record patients' first priority to be desiring more active involvement in their encounters with healthcare professionals (HCPs) (Deloitte Insights 2018). The emerging consensus is that value co-creation has promise for muchneeded service delivery efficiencies and better health outcomes, against the backdrop of rapid increase in demand and critical service provider pressures (Best et al. 2019). In theory, value co-creation delivers such outcomes through engaging consumer-HCP interactions that facilitate dialogue and shared understanding. In practice, it has been Manjit Yadav served as Area Editor for this article.
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