Relationship marketing and brand involvement of professionals through web-enhanced brand communities: The case of Coloplast

Andersen, Poul Houman

doi:10.1016/j.indmarman.2004.07.002

Cited by 231 publications

(177 citation statements)

References 24 publications

(15 reference statements)

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“…Research on VCs has roots in consumption communities and has focused on understanding brand enthusiasm (Muniz and O'Guinn, 2001), hobbyists and social chatter (Algesheimer, Dholakia, Herrmann, 2005;Bagozzi, Dholakia and Mookerjee, 2006) and professional activity such as work related helping behaviours (Andersen, 2005). One emerging theme within the VC literature has been concerned with peer-to-peer problem solving, drawing on the collective wisdom of a global resource base of users (Mathwick, Wiertz and de Ruyter, 2008).…”

Section: Diagnostic and Prescriptive Benefits Of Consumer Participatimentioning

confidence: 99%

Diagnostic and prescriptive benefits of consumer participation in virtual communities of personal challenge

Lowe

Johnson

2017

EJM

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Purpose -The purpose of this article is to show how active participants within personal challenge virtual communities (e.g., virtual health communities, online legal forums etc.) derive learning benefits from their involvement within the community. In doing so the research conceptualises and tests a model of engagement within such virtual communities.Design/methodology/approach -This research was conducted through the design of a survey administered to an online panel of active participants from several virtual health communities. Structural equation modelling was used to test the conceptual model.Findings -Along with well researched concepts such as social identification, this research identifies diagnostic and prescriptive benefits as key learning benefits associated with active participation within personal challenge communities. These benefits drive social support which individuals attain from these virtual communities, which in turn drives engagement within the community. It is also found that anticipated negative emotions from leaving the community mediate social support and engagement.Originality/value -This is one of the first studies to develop a model of consumer engagement with personal challenge virtual communities. The findings make a contribution to the field of online communities by showing how learning benefits (diagnostic and prescriptive) transpire within these communities and by showing how these benefits lead to greater community engagement.

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Section: Diagnostic and Prescriptive Benefits Of Consumer Participatimentioning

confidence: 99%

Diagnostic and prescriptive benefits of consumer participation in virtual communities of personal challenge

Lowe

Johnson

2017

EJM

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“…The highly devoted consumers are best source for product development, co-creation and grassroots marketing campaigns. Thirdly, brand communities are vital for promoting consumer-brand and consumer-consumer relationship because participating in a community creates connection that leads to brand advocates (Algesheimer et al, 2005;Andersen, 2005;Bagozzi & Dholakia, 2006). The brand advocates are consumers that defend the brand and its marketing strategies towards targeted customers.…”

Section: Characteristics Of Online Brand Community (Obc)mentioning

confidence: 99%

“…To solve such problem, managers need to engage consumer in eternal relationship with brand and other members. Therefore, customer relationship management is considered as prevailing marketing strategy that could solve customer retention and interaction (Morgan & Hunt, 1994;Andersen, 2005). For that reason, interest in this study is originated from the work of Porter et al (2011) which proposed that to encourage consum with respect to brand-customer relationship should require learning about consumer need and wants.…”

Section: Introductionmentioning

confidence: 99%

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Creating Brand Equity by Leveraging Value Creation and Consumer Commitment in Online Brand Communities: A Conceptual Framework

Zhang¹,

Shabbir²,

Pitsaphol³

et al. 2014

IJBM

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Advancement in information technologies has created change in our economics as well as in our societies because companies strive to adapt the conditions that prevail in marketplace. In this scenario, marketing professionals are exploring advanced and effective ways to build a strong brand. The research objectives explore the impact of online brand communities on brand equity dimensions through which consumer could achieve commitment and value-creation. While, marketing managers could explore attributes regarding brand perception, information and resource sharing and brand loyalty. A framework is proposed based on the drivers of online brand community and its influence on the dimensions of brand equity. From theoretical perspective, this study contributes to branding literature by exploring strategies for value-creation, brand image and integrated marketing communication. Additionally from marketing perspective, the drivers will guide managers to understand the want and desire of target audience. The building of such online brand communities will raise the return of investment, save marketing cost, enhance consumer loyalty, improving product development and providing circumstances for co-creation. Thus, it will provide ever-lasting consumer-brand relationship and substantial information about consumer behavior.

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“…The idea of transformation of products and services is also well studied on several publications of Porter [1], [2]. The same idea is also supported by several other scholars [3]- [5].…”

Section: Introductionmentioning

confidence: 72%

Strategic Competition of Internet Interfaces for XU30 Quoted Companies

Şeker¹,

Cankir²,

Okur³

2014

IJCCE

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Relationship marketing and brand involvement of professionals through web-enhanced brand communities: The case of Coloplast

Cited by 231 publications

References 24 publications

Diagnostic and prescriptive benefits of consumer participation in virtual communities of personal challenge

Diagnostic and prescriptive benefits of consumer participation in virtual communities of personal challenge

Creating Brand Equity by Leveraging Value Creation and Consumer Commitment in Online Brand Communities: A Conceptual Framework

Strategic Competition of Internet Interfaces for XU30 Quoted Companies

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