This paper aims to examine the impact that brand transgressions, and the effect of an apology or lack thereof, have on consumers’ intentions to co-create with a brand, perceived brand equity and brand love, and compares these effects on brands that are viewed positively versus brands that are viewed negatively.,Two studies were deployed. In the first study, a 2 × 2 between subjects factorial design using fictitious brands is used to test the hypotheses. The second study seeks to replicate the findings of the first study by using a brand connected to a real retailer.,Regardless of a brand issuing an apology or not, co-creation, higher perceived brand equity and increased levels of brand love, are more likely to occur when a consumer views a brand as being positive versus negative. However, the results vary when the consumer has a prior level of knowledge and a stronger relationship with a brand.,This paper focuses on consumers between the ages of 18 and 29 years. While the findings of Study 1 are mostly replicated in Study 2, a more generalizable sample could create additional insights into the impact of brand transgressions and issuing or not an apology.,The findings of this paper add to the current literature on co-creation, brand equity, brand love and theory of reasoned action, in terms of the impact of an apology, or lack thereof, on brand transgressions and consequent consumer responses.
Abstract Despite the ubiquity of concurrent sponsorship situations in practice, the interplay of simultaneously visible sponsors has received very little attention in the literature to date. Although the presence of concurrently visible brands is often seen as a threat to sponsors as they compete for consumers' attention, under certain conditions, brands may also stand to profit from their cosponsors. By using manipulated video treatments, this laboratory experiment is the first to recreate an i...
Abstract The success of brand communities as social structures that facilitate the co-creation of brands depends on the nature of their members' participation. Existing research provides limited insights into the roles brand community members perform. In response, this study, using role theory as its theoretical foundations, explores the roles members play. Ethnographic data were collected primarily from a brand community where highly involved working consumers interacted both off and online. Th...
As value co-creation continues to gain traction as one of the most influential concepts in contemporary marketing, it is worthwhile to explore the role of the customer in the realisation of value. This paper considers that customer participation in a range of active customer behaviours, including development, feedback, advocacy and helping, can co-create customer perceptions of brand value. In particular, the research examines the interplay between the dimensions of quality, emotional, price and...
Most organizations want to get closer to current and potential customers and to develop products and services that are relevant and desirable. One widely used approach to realize this is online co-creation which allows companies to work together with customers over an extended period of time. However, in spite of their widespread use, company-sponsored co-creation communities can fail to engage people. To better understand how communities can build participation and commitment, we looked at part...
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...
Although prior research is congested with constructs intended to capture consumers’ dispositions toward globalization and global/local products, their effects appear to replicate with difficulty, a...
Abstract Social media has transformed the way tourism-related information is generated and distributed. While previous studies have focused largely on the benefits of social media for tourism management, there is an emerging recognition of the downside of social media through the enablement of enhanced facilities for consumer complaints. Informed by service-centric research and social practice theory, we theorize that tourist complaining on social media is an interactive process of value formati...
Purpose Previous research on brand crisis has introduced the difference between a values-related crisis and a performance-related crisis. However, little remains known regarding consumers’ varying negative responses towards these two different types of brand misconduct. This paper aims to investigate and compare consumers’ affective and behavioural negative reactions (i.e. negative word of mouth and purchase intention) towards a faulty brand during a values-related crisis and a performance-relat...
Most consumer-based brand equity (CBBE) models are linear and fail to capture the complexity of the brand equity construct and its benefits in terms of key consumer behavioral outcomes. More complex and dynamic models focusing on CBBE as a process often lack empirical support particularly from more than one country. This study builds on and extends previous research by empirically examining the configural nature of the CBBE building process cross-nationally, and by investigating differences vis-...
Purpose Drawing on consumer brand relationship theory, this study aims to investigate online brand engagement, brand trust and consumer brand identification as antecedents of brand love, amongst Generation Y and Z consumers. It explores the role of brand love in predicting consumers’ intention to co-create value and willingness to pay a premium price for the brand, for brands followed on social media. Design/methodology/approach Data from a study of 332 followers of brands on social media were a...
