1,720,991 research outputs found
Blurring B2C and B2B boundaries: corporate brand value co-creation in B2B2C markets
No full textThis paper aims to explore how corporate brands co-create value with
their multiple stakeholders in a B2B2C marketplace. Main data sources
stem from in-depth interviews with top managers of a technology
corporation in the financial sector. Findings depict a model that conceptualises
the successful value co-creation process as the careful
management of six specific drivers, namely: interdependency, direct
approach, trust, strategic alignment, adaptive modus operandi, and
knowledge sharing. Hence, the study offers new food for thought for
scholars and practitioners who wish to improve their knowledge and
understanding on brand value co-creation and corporate marketing
When technology goes faster than consumer’s needs: Users and brands co-creating value in the Metaverse
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Clustering Millennials using brand authenticity
No full textBrand authenticity can be considered one of the “cornerstones of contemporary marketing” (Brown et al., 2003), a response to current trends of hyperreality and globalness (Arnould and Price, 2000; Ballantyne et al., 2006), and a new business imperative of the experience economy (Gilmore and Pine, 2007). Being a socially constructed phenomenon (Beverland, 2006; Beverland et al., 2008, 2010; Grayson and Martinec, 2004; Rose and Wood, 2005; Thompson et al., 2006), several scholars have observed that brand authenticity has the power to legitimize a brand within in its context (Beverland, 2006; Beverland et al., 2008, 2010; Grayson and Martinec, 2004; Thompson et al, 2006). Concordantly, Aitken and Campelo (2011) underlined the importance of customers in engaging in the brand community and in co-creating brand meanings (Bertilsson and Cassinger, 2011).
Nevertheless, also non-customers might have a crucial role in the construction of brand meanings, especially when they reject brands considered not authentic, generate anti-branding communities (Holt, 2002; Gustafsson, 2006), and diffuse a negative doppelganger of the brand image (Thompson et al., 2006). In particular, the new generation of Millennials (i.e., the cohort born after 1982, Howe and Strauss, 2009) plays a relevant role in creating brand communities that might sustain or reject brands depending on the perceived brand authenticity (Lantos, 2014), which could undermine the legitimization of well established brands.
Therefore, the aim of this study is to profile the Millennials’ perceptions of brand authenticity in relation to their experience with well established brands. In particular, the relationships between brand authenticity and brand related constructs (i.e., brand image, brand trust and premium price) has been considered
Emotions in users-brand co-creation of value. Evidence from a sentiment analysis on Twitter
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Going Beyond Counting First Authors in Author Co-citation Analysis
Get PDFThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Get PDF“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
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