Branding co-creation with members of online brand communities

Published on Jan 1, 2017in Journal of Business Research
· DOI :10.1016/J.JBUSRES.2016.08.026
Nick Hajli24
Estimated H-index: 24
(Newcastle University),
Mohana Shanmugam8
Estimated H-index: 8
(College of Information Technology)
+ 2 AuthorsMarie-Odile Richard25
Estimated H-index: 25
(SUNY: State University of New York System)
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Abstract
This article looks at the co-creation of value in the branding process with members of online communities. Three online communities in Iran are analyzed through 45 interviews with members along with three interviews with top managers of the three brands of these communities. A content analysis shows a clear process in that the social interactions of customers in online brand communities with their favorite brands help develop relationship quality and increase customer brand loyalty. The findings suggest that firms may develop their branding strategies using social media and online brand communities through relationship marketing by using an online co-creation strategy. The findings also serve to inform practitioners of the impact of social media on branding and how they can best facilitate these brand relationships.
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