Branding co-creation with members of online brand communities

Nick Hajli, Mohana Shanmugam, Savvas Papagiannidis, Debra Zahay, Marie Odile Richard

Research output: Contribution to journalArticle

55 Citations (Scopus)

Abstract

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 suggest that firms may develop their branding strategies using social media and online brand communities through relationship marketing by using an online co-creation strategy. The findings also serve to inform practitioners of the impact of social media on branding and how they can best facilitate these brand relationships.

Original languageEnglish
Pages (from-to)136-144
Number of pages9
JournalJournal of Business Research
Volume70
DOIs
Publication statusPublished - 01 Jan 2017

Fingerprint

Branding
Co-creation
Brand community
Online communities
Social media
Brand loyalty
Social interaction
Relationship quality
Iran
Co-creation of value
Brand relationship
Managers
Content analysis
Branding strategy

All Science Journal Classification (ASJC) codes

  • Marketing

Cite this

Hajli, Nick ; Shanmugam, Mohana ; Papagiannidis, Savvas ; Zahay, Debra ; Richard, Marie Odile. / Branding co-creation with members of online brand communities. In: Journal of Business Research. 2017 ; Vol. 70. pp. 136-144.
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Branding co-creation with members of online brand communities. / Hajli, Nick; Shanmugam, Mohana; Papagiannidis, Savvas; Zahay, Debra; Richard, Marie Odile.

In: Journal of Business Research, Vol. 70, 01.01.2017, p. 136-144.

Research output: Contribution to journalArticle

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