• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>International Journal of Business and Management >Creating Brand Equity by Leveraging Value Creation and Consumer Commitment in Online Brand Communities: A Conceptual Framework
【24h】

Creating Brand Equity by Leveraging Value Creation and Consumer Commitment in Online Brand Communities: A Conceptual Framework

机译：通过在线品牌社区中的价值创造和消费者承诺创造品牌资产：一个概念框架

获取原文
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Advancement in information technologies has created change in our economics as well as in our societies because companies strive to adapt the conditions that prevail in marketplace. In this scenario, marketing professionals are exploring advanced and effective ways to build a strong brand. The research objectives explore the impact of online brand communities on brand equity dimensions through which consumer could achieve commitment and value-creation. While, marketing managers could explore attributes regarding brand perception, information and resource sharing and brand loyalty. A framework is proposed based on the drivers of online brand community and its influence on the dimensions of brand equity. From theoretical perspective, this study contributes to branding literature by exploring strategies for value-creation, brand image and integrated marketing communication. Additionally from marketing perspective, the drivers will guide managers to understand the want and desire of target audience. The building of such online brand communities will raise the return of investment, save marketing cost, enhance consumer loyalty, improving product development and providing circumstances for co-creation. Thus, it will provide ever-lasting consumer-brand relationship and substantial information about consumer behavior.
机译：信息技术的进步已经改变了我们的经济以及我们的社会，因为公司努力适应市场上普遍存在的条件。在这种情况下，营销专业人员正在探索先进有效的方法来建立强大的品牌。研究目标探讨了在线品牌社区对品牌资产维度的影响，消费者可以通过这些资产实现承诺和创造价值。同时，营销经理可以探索有关品牌认知度，信息和资源共享以及品牌忠诚度的属性。根据在线品牌社区的驱动因素及其对品牌资产规模的影响，提出了一个框架。从理论角度看，本研究通过探索价值创造，品牌形象和整合营销传播的策略，为品牌文学做出了贡献。此外，从市场营销的角度来看，驱动程序将指导经理了解目标受众的需求。建立这样的在线品牌社区将提高投资回报率，节省营销成本，提高消费者忠诚度，改善产品开发并提供共同创造的条件。因此，它将提供持久的消费者与品牌的关系以及有关消费者行为的大量信息。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号