Abstract This paper embraces the daring use of ironic humor in brand co-creation in festival branding. Innovative branding is an aspiration in the growing festival business. This study explores a unique case: a festival that applies ironic humor in its brand co-creation despite the risks involved. The findings suggest that the use of ironic humor, when made inherent to a festival's brand identity, can increase stakeholders' attention to and awareness of the festival and attract positive media attention. Moreover, the use of ironic humor can prompt stakeholders on social media to share and co-create the festival's brand identity. The study contributes to the literature on festival brand co-creation by demonstrating the use of ironic humor to engage stakeholders in brand co-creation.
#2Vesselina Tossan(CNAM: Conservatoire national des arts et métiers)H-Index: 5
Despite the considerable expansion of brand-hosted social media, it is still not clear whether and how brand-consumer social sharing contributes to virtual media engagement. Drawing on the theory of close relationships, this study provides a conceptualization of the gratifications that are derived from brand-consumer interactions, which is referred to as Brand-Consumer Social Sharing Value. Using a sample of brands' Facebook page users, this study validates a scale for measuring the construct, w...
#1Taemin Kim(UMN: University of Minnesota)H-Index: 2
#2Okhyun Kim(UMN: University of Minnesota)H-Index: 3
AbstractThe use of an ironic message in advertising has increased, but little empirical research has been conducted to identify the effects of ironic advertising on consumers. This study demonstrated that ironic advertising can lead to consumers’ higher attention to the ad and greater involvement in the ad message compared to non-ironic advertising, applying schema incongruity theory. This study also examines whether ironic advertising influences consumers’ attitudes toward the ad and the brand....
Last. Silvia Grappi(University of Modena and Reggio Emilia)H-Index: 19
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Despite an increasing amount of research on co-creation of value, in general, research on brand value co-creation remains limited. Particularly, how much value customers contribute to the brand value co-creation process remains unclear. This research develops in a series of eight studies the Customer Co-Creation Value (CCCV) measurement scale that helps firms assess the value of customers in the brand value co-creation process. The findings reveal that CCCV is a multidimensional construct consis...
Purpose By doing sentiment analysis of netnographic data, this study aims to explain the need to give special attention to negative sentiments expressed in virtual tribes, as they play a significant role in translating the informational mode of conversation to the relational mode of conversation. The overall purpose is to aid brand managers in the process of brand co-creation by articulating brand communication targeted to specific audiences based on their shared passions and interests. Design/m...
Co-creation of value and identity is an important topic in consumer research, lying at the heart of several important marketing concepts and offering a better understanding of a wide range of phenomena, such as consumer identity, satisfaction, or brand loyalty. The literature on co-creation of brand and stakeholder identities, however, draws from (and reflects) a focus on cultures with dominant independent selves. Managers are increasingly confronting globalized marketing environments and theref...
Last. Marie-Odile Richard(SUNY: State University of New York System)H-Index: 25
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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...
This qualitative case study examines the role of word of mouth (WOM) in reputation management in the context of networked festival productions. Particularly, it explores the ways in which WOM marketing (WOMM) is employed in festival marketing and brand-building. The paper links reputation and WOM to the concept of cultural branding with the aim of providing a framework for analysing how a festival's reputation shapes the creation of a culturally meaningful message. The empirical analysis is base...
Purpose This paper aims to develop an understanding of the phenomena of co-creation and how this practice is used in shaping brand identities. This research provides answers to questions on both the consumer and industry sides of co-creation. Design/methodology/approach Two studies are developed. First, a qualitative study is used to gain insight from key decision-makers with responsibility for a brand. Second, a study of millennial consumers is used to develop the antecedents of consumer motiva...
Abstract This study seeks to examine and unearth antecedents to co-creation behaviours within a U.S. retail banking context. A critical aspect for marketing managers and academics alike, co-creation has a strong influence on tangible factors such as profit and intangible factors such as referrals, satisfaction and feedback. Antecedents were identified as trust, customer engagement and participation attitude whilst social media usage was a consumer characteristic identified as influencing co-crea...
#1Sung-Eun Kim(UNLV: University of Nevada, Las Vegas)H-Index: 1
#2Hyelin (Lina) Kim(UNLV: University of Nevada, Las Vegas)H-Index: 13
Last. Samuel Lee(UNLV: University of Nevada, Las Vegas)
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This study explored the gratification factors of event-focused social media content that affect information sharing and information trust and ultimately the intention to attend an event. It also in...
The purpose of the study is to compare features of career development and fandom in frequent festival attendance in the context of Finnish music festivals.,The study uses a mixed methods research approach and employs two theoretical frameworks: theories of career development and fandom.,In frequent festival attendance, both festival career development and festival fandom are most clearly present in motivation development and social dimensions.,Strategically, frequent festivalgoers should be cons...
Abstract Metaphor production is a creative process of thinking out of the box, which can be of great communicative value to language users. In this study, we explored how metaphor production can be stimulated by different types of cues in an internet environment. Participants (N = 318) were invited to co-create a metaphorical campaign slogan in a social media setting with randomly selected sets of real campaign slogans. We measured how linguistic (metaphor markers) and social media cues (likes) ...
Last. Daniele Mondi(University of Rome Tor Vergata)H-Index: 1
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Abstract The emotional value of interactions is a pillar construct in the brand value co-creation domain. So far, research has neglected the search for a measure adequately considering emotional-based joint interactions. Thanks to a netnographic sentiment analysis of 7605 brand-users’ interactions retrieved from 18 Twitter brand profiles, this paper advances knowledge on brand co-creation and introduces a new concept in the marketing domain, the co-created emotional value of the brand, operation...