The organic view of the brand: A brand value co-creation model

Iglesias, Oriol; Ind, Nicholas; Alfaro, M. Díaz

doi:10.1057/bm.2013.8

Cited by 178 publications

(134 citation statements)

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“…In this sense, brand is defined as a social process in which organizations, together with consumers and stakeholders, have added value through co-creation (Brodie et al, 2009;Merz et al, 2009). Following the model by Iglesias et al (2013), the brand's co-creation of value occurs in communication spaces between companies and consumers. This covers what is known as points of contact, both online (websites and social networks) and offline (shops, product and visual identity) which are called "co-creation experiences" (Binkhorst and Dekker, 2009), or similarly, "experimental environments" (Prahalad and Ramaswamy, 2004).…”

Section: Perceived Destination Website Qualitymentioning

confidence: 99%

Destination website quality, users’ attitudes and the willingness to participate in online co-creation experiences

Jiménez‐Barreto

Campo-Martínez

2018

EJMBE

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Purpose -An official destination website (ODW) is a key component for tourist's decision-making processes. ODW acts as a direct channel where users may share experiences and opinions about previous or future travels. At the same time, it drives user participation in destination branding activities. In this context, it is crucial to identify how the destination website, using Web 2.0 technologies, could motivate user's participation with the brand. The purpose of this paper is to propose and evaluate a model that posits the destination website quality as a determinant factor to predict users' attitudes toward the website and their willingness to participate in co-creation experiences. Design/methodology/approach -Using a combined qualitative and quantitative method, this paper provides an exploratory research that examines the role of destination website quality on attitudes toward the website and the willingness to participate in online co-creation experiences. Findings -Findings confirm that there is a direct and significant relationship between website quality, attitudes toward the website and willingness to participate in online co-creation experiences. Moreover, attitudes toward the website partially mediate relationships between destination website quality and willingness to participate in online co-creation experiences. Originality/value -The literature of value co-creation is trying to identify which factors drive consumer's participation with brands across different consumption contexts. This study provides evidence that confirms, from a tourism destination website point of view, that website quality is one of these key factors that motives user's co-creation with a destination.

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Section: Perceived Destination Website Qualitymentioning

confidence: 99%

Destination website quality, users’ attitudes and the willingness to participate in online co-creation experiences

Jiménez‐Barreto

Campo-Martínez

2018

EJMBE

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“…Studies document the importance of stakeholder influence on brand development (Balmer, 2013;Gregory, 2007;Gyrd-Jones & Kornum, 2012;Hatch & Schultz, 2010;Iglesias, Ind & Alfaro, 2013;Merz, Yi, & Vargo, 2009), an issue that is especially important for IBCs as they rely on stakeholder perceptions and support to establish legitimacy and reinforce brand image in both locations Farrugia & Lane, 2013). The reputation of the HC can have strong influence on the image of the IBC, and the brand image of the IBC can affect the overall image of the home university (Wilkins & Huisman, 2015;Yuan, Liu, Luo, & Yen, 2016).…”

Section: Problem Statementmentioning

confidence: 99%

“…Prior studies from the management perspective have argued that engaging stakeholders helped managers to present and resolve conflict, coordinate efforts of internal and external stakeholders to achieve goals, and manage resources to achieve competitive advantage in the marketplace (Johnson-Cramer, Berman & Post, 2003) and create value for the firm (Aaker, 2004;Gregory, 2007;Hatch & Schultz, 2010;Noland & Phillips, 2010;Phillips, Freeman & Wicks, 2003). While researchers have long agreed that managers have a role to play in stakeholder engagement and value creation, more current research focuses on the interaction between and among the stakeholders and the organization in creating value for the firm (Balmer, 2013;Balmer & Wang, 2016;Gyrd-Jones & Kornum, 2012;Iglesias et al, 2013). Over time scholars have argued an even more dynamic relationship between and among stakeholders and the firm, finding that stakeholders influence goes beyond that which is easily measured to include brand value and brand equity (Jones, 2005;Phillips, 2011;Freeman, 2015).…”

Section: Stakeholder Theorymentioning

confidence: 99%

“…In addition, studies have demonstrated the importance of stakeholder engagement in value creation and to the overall success of the firm (Alves et. al, 2010;Balmer, 2013;Balmer & Wang, 2016;Freeman et al, 2010;Freeman, 2015;Iglesias et al, 2013). The Stakeholder-brand Value Model developed by Jones (2005), which is grounded in stakeholder theory and builds on the stakeholder salience model developed by Mitchell et al (1997), recognizes the importance of stakeholder engagement and management (Frooman, 1999;Jones, 1995).…”

Section: Stakeholder Theorymentioning

confidence: 99%

“…The Stakeholder-brand Value Model developed by Jones (2005), which is grounded in stakeholder theory and builds on the stakeholder salience model developed by Mitchell et al (1997), recognizes the importance of stakeholder engagement and management (Frooman, 1999;Jones, 1995). The model also allows for the incorporation of more current scholarship on the interdependence and influence of stakeholder relationships on value creation (Balmer, 2013;Balmer & Wang, 2016;Iglesias et al, 2013;Dean, ArroyoGamez, Punjaisri & Pich, 2016), attesting to its relevance as a framework to better understand stakeholder engagement and influence in this study.…”

Section: Stakeholder Theorymentioning

confidence: 99%

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Stakeholder influence on branding strategy at an international branch campus

Ellison¹

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The number of international branch campuses (IBCs) has grown exponentially in recent years and higher education institutions are investing significant resources in them. IBCs are complex organizations, operating in a competitive environment that is simultaneously local and global, in an industry where reputation and brand are paramount. This single-site case study, conducted at an established IBC located in Eastern Europe operated by a private U.S. university, investigated how stakeholders were engaged in and influenced a specific strategy to more closely align the brand of a maturing IBC with that of the home university. Data was collected through in-depth interviews, observations, and document review, and the researcher used the Stakeholder-brand Keywords: international branch campus, stakeholder influence in higher education, branding in higher education, cross-border education, international higher education 3 Acknowledgements

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The effect of consumer participation during the new product development process on consumer brand identification: A gaming industry study

Correia,

Jakutis,

Vilkaitis

et al. 2024

Bus Strat Dev

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This study examines the role of consumer participation in the new product development process within the gaming industry, focusing on its impact on Consumer Brand Identification (CBI), with brand attractiveness as a mediating factor. Using a between‐subjects experimental design, we tested three scenarios of consumer participation and analyzed the data with one‐way ANOVA and mediation analysis. The findings reveal that although consumer involvement enhances brand attractiveness, it does not significantly increase brand identification. This research provides new insights into the limited effects of consumer participation on deepening brand connections despite its positive influence on brand perception. This study is one of the first to empirically explore the varying impacts of consumer participation on CBI within the gaming sector, offering a nuanced understanding of its role in shaping brand perception. Practical implications suggest that while consumer involvement is beneficial for enhancing brand attractiveness, its effectiveness in fostering brand identification is limited, and marketers should temper expectations when employing this strategy.

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The organic view of the brand: A brand value co-creation model

Cited by 178 publications

References 63 publications

Destination website quality, users’ attitudes and the willingness to participate in online co-creation experiences

Destination website quality, users’ attitudes and the willingness to participate in online co-creation experiences

Stakeholder influence on branding strategy at an international branch campus

The effect of consumer participation during the new product development process on consumer brand identification: A gaming industry study

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