Benjamin Rosenthal and Eliane Pereira Zamith Brito
The purpose of this paper is to propose a framework for brand meaning co-creation between brands and fans on Facebook.
Abstract
Purpose
The purpose of this paper is to propose a framework for brand meaning co-creation between brands and fans on Facebook.
Design/methodology/approach
A case study methodology was applied. Brand posts in the form of text, pictures, videos and fan comments of three brand pages – Nike Run, Mizuno and Jack Daniel’s – were collected and analyzed in a netnographic manner. Seven influential fans of the Nike Run brand page, who were identified in the data, and one marketing manager of each brand were interviewed.
Findings
This paper shows how brand meanings are orchestrated by brand managers and co-created through a process in which the brand leads the dialog through several types of brand actions. It also shows how fans engage in this dialog through multiple forms of reactions. A brand page’s content should be curated by its manager based on the role of the content on fans’ lives and their potential reactions and not merely on the meanings that the brand desires to communicate.
Research limitations/implications
This paper proposes a conceptual framework for understanding brand meaning co-creation at the micro-level of brand-fans daily interactions. Nevertheless, this study analyzed only three brand pages in two product categories – alcoholic beverages and running. Therefore, the authors do not claim that one can extrapolate from their findings.
Practical implications
The brand meaning co-creation process that is identified here provides a useful frame of reference for brand managers who seek to understand how they can best influence fans to co-create brand meanings in directions that benefit their companies.
Originality/value
This paper evolves with the co-creation of brand meanings literature by proposing a framework of brand meaning co-creation on Facebook. This framework can help brand managers to fine tune their content strategy in social media.
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Keywords
Isabela Carvalho de Morais and Eliane Pereira Zamith Brito
This study aims to investigate consumer enchantment through everyday consumption, focusing on how individuals seek virtue, reason and a sense of purpose in their consumption…
Abstract
Purpose
This study aims to investigate consumer enchantment through everyday consumption, focusing on how individuals seek virtue, reason and a sense of purpose in their consumption practices.
Design/methodology/approach
This seven-year study was performed using a multimethod approach. Data collection involved netnography, participant observation, introspection and in-depth interviews with consumers and technical experts, resulting in extensive qualitative data analysis of craft beauty product consumption.
Findings
Despite external constraints, consumers exercise discretion in their choices, seeking to achieve their ideal selves and full potential through their consumption practices. They prioritise personal health and sustainability, rather than pursuing material satisfaction, leading to enchantment. Craftsmanship plays a significant role in offering unexpected outcomes, symbolic meaning and fostering an affective connection with materials and processes.
Research limitations/implications
This research contributes to consumption studies by distinguishing between hedonic consumption, rooted in sensory pleasure, and eudaimonic enchantment, which emphasises personal fulfilment and ethical engagement. This study expands the understanding of consumer enchantment associated with everyday consumption practices.
Practical implications
Organisations should prioritise transparency in production processes, ingredient sourcing and formulations to align with consumer demands for ethical consumption and sustainability. By incorporating elements of craft consumption into their offerings, businesses can enhance consumer experiences, support consumer well-being and foster enduring relationships with those who value authenticity and sustainability.
Originality/value
By exploring consumer values, aspirations and involvement in the craftsmanship of everyday products, this study uncovers an underexplored path to consumer enchantment. The authors show how individuals, in their pursuit of self-development, achieve states of enchantment by engaging with the eudaimonic aspects of life, particularly in the consumption of crafted products.
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Eliane Pereira Zamith Brito, Ricardo Luís Beneduzzi Aguilar and Luiz Artur L. Brito
This paper investigates the determinants of customer choice of a car maintenance service provider after the warranty period. It focuses on the alternative of using branded car…
Abstract
Purpose
This paper investigates the determinants of customer choice of a car maintenance service provider after the warranty period. It focuses on the alternative of using branded car dealers, who provide this service during the warranty period, or independent garages.
Design/methodology/approach
A comprehensive list of 30 service attributes is developed drawing on the service quality literature, specific previous studies on car maintenance services, and including other purchase behaviour determinants such as perceived value. Simple random sampling with replacement is used to collect data from 400 car owners using the actual choice of a service provider as the dependent variable. A quantitative analysis using a set of logistic regressions links directly customer choice to the service attributes.
Findings
Service attributes that determine customer choice are the ones consumers simultaneously consider important and perceive differences in performance between the service providers. The branded dealers service operation proved to be relatively weak, having only one of these attributes, while being better evaluated in less important ones. Independent garages have a much better offer justifying their gain in market share.
Research limitations/implications
Only economic cars (1,000 cc) were analysed. Convenience and location were only partially controlled and could play a more significant role in some decision settings. Logistic regressions could effectively predict customer choice in close to 90 per cent of the cases demonstrating the adequacy of including other service attributes beyond the ones covered in the service quality literature.
Practical implications
Directions for improvement in the operations of both branded dealers and independent garages could be derived and some recent moves by both types of players could be supported by the results.
Originality/value
Investigation of the Brazilian setting and the methodological approach of linking actual customer choice to the extended set of service attributes by the combination of logistic regressions and the importance rating of the attributes.