Exploring behavioural branding, brand love and co-creation

Detalhes bibliográficos
Autor(a) principal: Kaufmann, H. R.
Data de Publicação: 2016
Outros Autores: Loureiro, S. M. C., Manarioti, A.
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/12855
Resumo: Purpose: This paper aims to contribute to the understanding of the complex consumer brand relationships by holistically exploring the dynamics between brand love and co-creation, how they are impacted by behavioural branding and their combined impact to brand loyalty. Design/methodology/approach: This is a conceptual paper, based on extensive and thorough literature review on the fields of brand love, behavioural branding, brand communities and co-creation, that leads to the formulation of a proposed synthesized framework. Findings: The authors propose that consumers experiencing brand love are more willing to engage in an active co-creating behaviour in the context of a brand community, especially when brand representatives vividly communicate the brand values and motivate consumers to engage. This process is moderated by the product/service category and level of customer involvement with it, and it produces a combined positive impact on brand loyalty. Research limitations/implications: The proposed conceptual framework needs to be validated through empirical research. However, even at this initial stage, it may have a significant impact, especially as it highlights the role of brand representatives and how they could drastically moderate the relationship between the brand and the consumer. Originality/value: This is the first attempt to incorporate the constructs that are significant to the consumer–brand relationship research stream in one conceptual framework. The synthesis of these concepts will contribute to the improved understanding of the consumer–brand relationship, and its dynamics and will equip managers with a novel approach to the central role of behavioural branding.
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spelling Exploring behavioural branding, brand love and co-creationBrand loveBrand loyaltyBrand communitiesBrand co-creationBehavioral brandingPurpose: This paper aims to contribute to the understanding of the complex consumer brand relationships by holistically exploring the dynamics between brand love and co-creation, how they are impacted by behavioural branding and their combined impact to brand loyalty. Design/methodology/approach: This is a conceptual paper, based on extensive and thorough literature review on the fields of brand love, behavioural branding, brand communities and co-creation, that leads to the formulation of a proposed synthesized framework. Findings: The authors propose that consumers experiencing brand love are more willing to engage in an active co-creating behaviour in the context of a brand community, especially when brand representatives vividly communicate the brand values and motivate consumers to engage. This process is moderated by the product/service category and level of customer involvement with it, and it produces a combined positive impact on brand loyalty. Research limitations/implications: The proposed conceptual framework needs to be validated through empirical research. However, even at this initial stage, it may have a significant impact, especially as it highlights the role of brand representatives and how they could drastically moderate the relationship between the brand and the consumer. Originality/value: This is the first attempt to incorporate the constructs that are significant to the consumer–brand relationship research stream in one conceptual framework. The synthesis of these concepts will contribute to the improved understanding of the consumer–brand relationship, and its dynamics and will equip managers with a novel approach to the central role of behavioural branding.Emerald2017-04-07T16:45:26Z2016-01-01T00:00:00Z20162019-04-12T15:59:44Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10071/12855eng1061-042110.1108/JPBM-06-2015-0919Kaufmann, H. R.Loureiro, S. M. C.Manarioti, A.info:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-07-07T03:22:25Zoai:repositorio.iscte-iul.pt:10071/12855Portal AgregadorONGhttps://www.rcaap.pt/oai/openairemluisa.alvim@gmail.comopendoar:71602024-07-07T03:22:25Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Exploring behavioural branding, brand love and co-creation
title Exploring behavioural branding, brand love and co-creation
spellingShingle Exploring behavioural branding, brand love and co-creation
Kaufmann, H. R.
Brand love
Brand loyalty
Brand communities
Brand co-creation
Behavioral branding
title_short Exploring behavioural branding, brand love and co-creation
title_full Exploring behavioural branding, brand love and co-creation
title_fullStr Exploring behavioural branding, brand love and co-creation
title_full_unstemmed Exploring behavioural branding, brand love and co-creation
title_sort Exploring behavioural branding, brand love and co-creation
author Kaufmann, H. R.
author_facet Kaufmann, H. R.
Loureiro, S. M. C.
Manarioti, A.
author_role author
author2 Loureiro, S. M. C.
Manarioti, A.
author2_role author
author
dc.contributor.author.fl_str_mv Kaufmann, H. R.
Loureiro, S. M. C.
Manarioti, A.
dc.subject.por.fl_str_mv Brand love
Brand loyalty
Brand communities
Brand co-creation
Behavioral branding
topic Brand love
Brand loyalty
Brand communities
Brand co-creation
Behavioral branding
description Purpose: This paper aims to contribute to the understanding of the complex consumer brand relationships by holistically exploring the dynamics between brand love and co-creation, how they are impacted by behavioural branding and their combined impact to brand loyalty. Design/methodology/approach: This is a conceptual paper, based on extensive and thorough literature review on the fields of brand love, behavioural branding, brand communities and co-creation, that leads to the formulation of a proposed synthesized framework. Findings: The authors propose that consumers experiencing brand love are more willing to engage in an active co-creating behaviour in the context of a brand community, especially when brand representatives vividly communicate the brand values and motivate consumers to engage. This process is moderated by the product/service category and level of customer involvement with it, and it produces a combined positive impact on brand loyalty. Research limitations/implications: The proposed conceptual framework needs to be validated through empirical research. However, even at this initial stage, it may have a significant impact, especially as it highlights the role of brand representatives and how they could drastically moderate the relationship between the brand and the consumer. Originality/value: This is the first attempt to incorporate the constructs that are significant to the consumer–brand relationship research stream in one conceptual framework. The synthesis of these concepts will contribute to the improved understanding of the consumer–brand relationship, and its dynamics and will equip managers with a novel approach to the central role of behavioural branding.
publishDate 2016
dc.date.none.fl_str_mv 2016-01-01T00:00:00Z
2016
2017-04-07T16:45:26Z
2019-04-12T15:59:44Z
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url http://hdl.handle.net/10071/12855
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 1061-0421
10.1108/JPBM-06-2015-0919
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dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Emerald
publisher.none.fl_str_mv Emerald
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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