Cassandra France, Debra Grace, Bill Merrilees and Dale Miller
The purpose of this paper is to expand on existing co-creation knowledge in order to accurately conceptualize, operationalize and contextualize the customer brand co-creation…
Abstract
Purpose
The purpose of this paper is to expand on existing co-creation knowledge in order to accurately conceptualize, operationalize and contextualize the customer brand co-creation behavior concept from a customer perspective.
Design/methodology/approach
A quantitative approach is adopted in this study, using structural equation modeling to verify the co-creation of brand value for those customers who co-create.
Findings
A new four-dimensional co-creation behavior concept is supported, highlighting the role of development, feedback, advocacy and helping, in the co-creation of brand value. Furthermore, a range of customer-level and brand-level antecedents are empirically verified.
Research limitations/implications
The research takes a customer-centric view of co-creation and in doing so provides new insight into the effect on the co-creator. Additionally, the research offers an improved level of specificity in the co-creation domain by conceptualizing, operationalizing and contextualizing customer co-creation in a comprehensive research study.
Practical implications
The findings offer new insight to brand managers, identifying avenues for increasing customer participation in co-creation programs and critically highlighting that co-creation behavior has positive effects on the co-creator’s perception of brand value.
Originality/value
The customer-centric approach offers an original perspective from which to explore co-creation, demonstrating the positive potential of co-creation in brand management strategies.
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Cassandra France, Claudia Fernanda Gonzalez-Arcos, Anne-Maree O’Rourke, Amanda Spry and Bronwyn Bruce
While brand purpose has gained traction in academia and industry, it overlaps with other socially-oriented branding concepts, generating confusion and criticism around what brand…
Abstract
Purpose
While brand purpose has gained traction in academia and industry, it overlaps with other socially-oriented branding concepts, generating confusion and criticism around what brand purpose is and how it should be implemented. This study aims to clarify conceptualisations of brand purpose and related concepts, developing a managerial framework for effective implementation and contributing a future research agenda for scholars.
Design/methodology/approach
The paper presents the results of a systematic literature review on brand purpose, exploring the current knowledge. A total of 202 studies from 75 journals were drawn from a wide range of databases and met the identified criteria relevant to brand purpose, published up to and including 2023. Full papers were empirically analysed using qualitative iterative thematic analysis to identify common and emerging themes and synthesise this into a framework.
Findings
Beyond identifying the diverse applications of brand purpose, the BEING framework is proposed. This acronym captures five principles of brand purpose: beyond profit, enduring commitment, integrated values, nurturing stakeholders and genuine action.
Practical implications
The BEING framework provides clear managerial guidance for implementing brand purpose, urging brand leaders to enact meaningful brand purpose and champion purpose within organisations.
Social implications
As more brands pursue a higher purpose, this research elucidates the meaning of brand purpose and offers an actionable framework for brands to contribute to a better world.
Originality/value
This work examines the related branding concepts, clarifying the brand purpose concept and offering the BEING framework to articulate essential components of effective brand purpose.
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Cassandra France, Bill Merrilees and Dale Miller
The purpose of this paper is to develop conceptual understanding in the area of customer brand co-creation. The research considers the factors influencing customers to co-create…
Abstract
Purpose
The purpose of this paper is to develop conceptual understanding in the area of customer brand co-creation. The research considers the factors influencing customers to co-create and the impacts of customer co-creation on the brand.
Design/methodology/approach
Theoretical development is progressed through conceptualisation of a series of research propositions which consider the antecedents and consequences of brand co-creation. Conceptualisation entails analysing and synthesising previous studies and reasoning new relationships between relevant concepts. Customer brand co-creation theory is improved by operationalizing the concept in a theoretical model.
Findings
The Customer Brand Co-creation Model expresses the influence of brand engagement, self-congruity and involvement as antecedents to brand co-creation. Further, the model identifies the moderating effect of brand interactivity and brand communities. Finally, the model actualises the impact of brand co-creation upon brand value and brand knowledge.
Research limitations/implications
The conceptual paper explores an emerging area of research interest. The study provides a level of clarity by defining the brand co-creation construct and developing several research propositions and a conceptual model for advancing knowledge of co-creation.
Practical implications
The research provides new insight for brand managers who may be investing in co-creation programs and exposing their brand, but without understanding the impact of customer brand co-creation. Conceptual development of theory provides initial insight for practitioners and explores outcomes of co-creation.
Originality/value
This work brings together disparate but highly relevant branding theories to progress the co-creation literature and improve understanding of the influence of co-creation upon the brand and customer.
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Cassandra Mary Frances Gonzalez
Purpose – This chapter examines the relationship between intersections of race and gender for vulnerability for human trafficking and criminalization of exploitation in the United…
Abstract
Purpose – This chapter examines the relationship between intersections of race and gender for vulnerability for human trafficking and criminalization of exploitation in the United States that is rooted in the broader socio-historical contexts dating to colonization and chattel enslavement.
Methodology/approach – This chapter utilizes intersectional criminology and historical intersectional criminology as epistemological frameworks to contextualize the construction of race and gender that began with colonization of indigenous populations to chattel enslavement of Africans and their descendants. Overall, this chapter’s approach is a call for contextualization within the study of human trafficking and an intersectional approach to understanding the structures that enable trafficking and the ramifications it has for victims.
Findings – Through an application of intersectional criminology, the findings herein demonstrate how racial ideologies and legacies within the United States contributed to the vulnerabilities of race and gender for sex trafficking predation as well as criminalization for Black and Native American girls and women. The gendered analysis of men and women who chose to become sex traffickers reveal different gendered pathways into trafficking offending and addresses the significance of these pathways for trafficking victims and potential future traffickers. These analyses demonstrate that intersectional criminology problematizes current research on human trafficking and future directions research should incorporate.
Originality/value – Current criminological research has a scarcity of intersectional criminological applications and fewer that offer a critical analysis of structural inequalities, histories of colonization and chattel enslavement, and interrogation of identities in both vulnerabilities for trafficking victims, how they may interact with agents from the criminal justice system, and the impacts of intersecting identities for traffickers and their offending. If criminology scholars aim to use their research in anti-trafficking efforts and policy recommendations, these analyses are vital both for addressing victimization and offending pathways for exploitation victims and their exploiters.
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Alireza Ranjbaran, Mohammadjavad Shabankareh, Alireza Nazarian and Nader Seyyedamiri
In most countries, independent hotels are a major contributor to both national economy and the hospitality sector, but to the best of the authors’ knowledge, there is a lack of…
Abstract
Purpose
In most countries, independent hotels are a major contributor to both national economy and the hospitality sector, but to the best of the authors’ knowledge, there is a lack of any study on brand co-creation (BCC) in independent hotels. This study aims to examine the interrelationship of moral judgement (MJ), self–brand connection, customer–brand engagement (CBE), electronic word-of-mouth (eWOM) and how BCC occurs in independent hotels and contrasts visitors’ perspectives between two different Global Leadership and Organizational Behavior Effectiveness clusters in independent hotels. Furthermore, this study also examines the moderating impact of privacy concern (PC) on the relationship between eWOM and brand co-creation.
Design/methodology/approach
Data were collected from two groups of tourists, Iranian (290) and European (224), who visited and stayed in independent hotels in some major cities in Iran. The structural equation modelling using AMOS 22 was adopted to test the hypotheses.
Findings
The study’s findings revealed that there are significant differences between two culturally different travellers in terms of selected variables, suggesting that MJ is a main antecedent of CBE, which leads to eWOM among Iranian travellers, which consequently leads to BCC. Moreover, the study’s data indicates that European travellers show a high level of PCs while staying in independent hotels in Iran, which prevents them from sharing and getting engaged in the social media, which could delay the BCC process especially in international level.
Originality/value
This study contributes to literature by providing new insights on the differences in the concept of brand co-creation between two culturally different groups in the context of independent hotels, which require special attention of independent hotel managers.
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Milkerie1 worker cooperative was created after a yearlong labor fight against a factory closure announcement. By creating the coop, Milkerie’s workers set out to prove that if…
Abstract
Milkerie1 worker cooperative was created after a yearlong labor fight against a factory closure announcement. By creating the coop, Milkerie’s workers set out to prove that if workers were given more decision-making power in the economy, it would be possible to create a more inclusive economy that values worker labor and provides them wage-based livelihoods. This chapter describes the historical conditions that the cooperative emerge, shaped its business model and governance structure. If cooperatives are believed to propose an alternative to capitalist enterprises, the case of Milkerie shows how the market pressure turns activism, that is, various types of unpaid voluntary labor, into simple jobs, that is, activities codified by task description and time frame, limiting the possibility to re-imagine the economy collectively.
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WHEN John I. Snyder Jr. flew over from the United States he probably did not relish the Cassandra rôle into which circumstances had forced him. As president of U.S. Industries he…
Abstract
WHEN John I. Snyder Jr. flew over from the United States he probably did not relish the Cassandra rôle into which circumstances had forced him. As president of U.S. Industries he gave one of the most depressing addresses of modern times. Since his firm is a large manufacturer of automation machines it was probably natural that he should say: ‘Automation is inevitable. Its use is rapidly increasing. Positive action by the makers of automation machines must be taken now to preserve the human values which could otherwise become cannon fodder of the automation barrage.’