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Article
Publication date: 8 January 2025

Victor Saha, Linda D. Hollebeek, Mani Venkatesh, Praveen Goyal and Moira Clark

Value co-creation (VCC) represents actors’ joint, communal or shared value-creating processes. However, while existing research has advanced important VCC-based insight, the use…

123

Abstract

Purpose

Value co-creation (VCC) represents actors’ joint, communal or shared value-creating processes. However, while existing research has advanced important VCC-based insight, the use of differing metatheoretical lenses to study VCC incurs a risk of theoretical fragmentation, thus potentially hampering this research stream’s continued development. We, therefore, undertake an in-depth review of the corpus of VCC research that focuses on its common conceptual underpinnings as anchored in differing perspectives.

Design/methodology/approach

To explore this objective, we undertake an extensive review of extant VCC literature, based on which we develop an integrative conceptual framework of VCC.

Findings

We propose an integrative, metatheory-unifying definition and framework of VCC that reflect its core hallmarks and dynamics across its adopted theoretical perspectives. Based on the framework, we also derive a set of fundamental propositions (FPs) that synthesize VCC’s core tenets.

Research limitations/implications

VCC conceptualizations grounded in differing metatheoretical perspectives reveal the concept’s core interactive, value-creating nature across metatheoretical perspectives. Though VCC emanates from interactivity between any actor constellation, unifying different metatheories of VCC uncovers important insight.

Practical implications

The study suggests that for effective value co-creation, managers need to establish agreed-upon institutional arrangements, facilitate positive actor relationships and experiences and address challenges like collaboration, transparency, empathy and skill development while ensuring that affective, cognitive, economic and social dimensions of success are met for all actors involved. Successful initiatives require seamless communication, mutual understanding, cost-benefit favorability and public recognition of contributions.

Originality/value

Given VCC’s rising strategic importance, a plethora of studies have investigated this concept from differing metatheoretical perspectives, yielding potential VCC-based fragmentation. Addressing this gap, we take stock of the VCC literature with a view to distilling the concept’s core, trans-metatheoretical hallmarks, as synthesized in the proposed framework and FPs of VCC.

Details

Marketing Intelligence & Planning, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 13 October 2021

Linda D. Hollebeek, Tripti Ghosh Sharma, Ritesh Pandey, Priyavrat Sanyal and Moira K. Clark

In recent years, customer engagement (CE) with brands, which has been shown to yield enhanced firm sales, competitive advantage and stock returns, has risen to occupy a prominent…

4594

Abstract

Purpose

In recent years, customer engagement (CE) with brands, which has been shown to yield enhanced firm sales, competitive advantage and stock returns, has risen to occupy a prominent position in brand management research and practice. Correspondingly, scholars have explored CE’s conceptualization, operationalization and its nomological networks as informed by different theoretical perspectives. However, in spite of important advances, the knowledge structure of the overall corpus of CE research remains tenuous. Therefore, the purpose of this paper is to explore the intellectual structure of CE research.

Design/methodology/approach

Based on this gap, this study deploys bibliometric and network analysis to map CE’s literature-based landscape. Using bibliometric analysis, important CE-publishing journals, authors and influential CE articles (2005–2020) are uncovered. Using network analysis, prominent CE themes are also unearthed.

Findings

The results document key CE-publishing journals and authors and their respective contributions to the literature. Five CE themes are also identified, including CE measurement/methods, online CE, CE’s value co-creating capacity, CE conceptualization and customer/consumer brand engagement. Further, an agenda for future CE research is provided based on the presented network analysis results.

Practical implications

The reported findings generate important implications for brand managers. For example, the identified critical role of online (vs offline) CE offers a range of strategic opportunities, as outlined.

Originality/value

This paper offers a pioneering bibliometric and network analysis of the CE literature, thus mapping the field. From the identified CE themes, important avenues for further CE research are also identified.

Details

Journal of Product & Brand Management, vol. 31 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 11 September 2020

Sarah-Louise Mitchell and Moira Clark

This paper aims to explore how volunteers choose one nonprofit organisation (NPO) rather than another. It identifies the drivers of choice, and the relationship between them, to…

1952

Abstract

Purpose

This paper aims to explore how volunteers choose one nonprofit organisation (NPO) rather than another. It identifies the drivers of choice, and the relationship between them, to enable NPOs to strengthen their volunteer recruitment.

Design/methodology/approach

A total of 51 service-delivery volunteers were interviewed, drawn from 5 leading NPOs. A laddering technique was used to understand the context in which the choice of organisation was made and the underlying personal needs and goals. The data was analysed using means-end chain (MEC) methodology to uncover the relationships between, and hierarchy of, the decision drivers.

Findings

Brand, cause, and role were found to be important in meeting personal needs and goals through volunteering. The paper makes three contributions. Firstly, it presents a clearer understanding of NPO choice through adopting an integrated theoretical perspective. Secondly, it identifies the decision-making process and key relationships between the attributes of the NPO, the consequences for the volunteer, and the connection to their personal needs. Finally, the study makes an important contribution to literature through presenting a new conceptual framework of volunteer decision-making in the nonprofit context to act as a catalyst for future research.

Research limitations/implications

This research is both impactful through, and limited by, its context selection: regular service-delivery volunteers from five NPOs within two causes. The paper presents a rich research stream to extend this understanding to other nonprofit stakeholders, other causes including medical volunteer, and smaller NPOs.

Practical implications

In an increasingly competitive nonprofit environment with a growing need to support the vulnerable in society, NPO sustainability is dependent on their ability to recruit new volunteers. NPOs compete not only with other organisations with similar causes but also those offering similar volunteering roles, and other uses of time to meet personal needs such as sport, career, or community. Understanding how volunteers make their choice of NPO rather than other uses of their time is of vital importance to make the most effective use of scarce marketing resources. This paper contributes to that practitioner understanding.

Originality/value

To the best of the authors’ knowledge, this study is the first to extend the understanding of generic motivations of volunteers to consider specific choice of NPO. Unlike previous literature, the authors bring together theory on brand, cause, and role with personal needs. The authors are also the first to apply MEC methodology to the nonprofit context to uncover the personal underlying, less salient reasons behind NPO choice and the relationship between them.

Details

European Journal of Marketing, vol. 55 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 27 October 2020

Linda D. Hollebeek, Dale L.G. Smith, Edward Kasabov, Wafa Hammedi, Alexander Warlow and Moira K. Clark

While the customer brand engagement (CBE) research has advanced important insight, most studies to date explore CBE under regular, free-market conditions, yielding an important…

2017

Abstract

Purpose

While the customer brand engagement (CBE) research has advanced important insight, most studies to date explore CBE under regular, free-market conditions, yielding an important knowledge gap regarding its manifestation under less regular conditions, including disaster/pandemics. This study, therefore, aims to explore CBE with essential/non-essential service during COVID-19-prompted citizen lockdown.

Design/methodology/approach

Based on a review, the authors develop a framework of lockdown-based CBE with essential/non-essential service interactions, which are conceptualized by their respective capacity to meet differing needs in Maslow’s hierarchy. The authors view lockdown-based essential/non-essential service interactions to differentially impact CBE, as summarized in a set of propositions.

Findings

The framework depicts lockdown-based essential/non-essential service interactions and their respective impact on CBE. The authors propose two essential service modes (i.e. socially distant/platform-mediated interactions) and two non-essential service modes (i.e. service closure/platform-mediated interactions), which the authors hypothesize to differently affect CBE. Moreover, the authors view the associations between our lockdown-based service modes and CBE to be moderated by customers’ regulatory focus (i.e. promotion/prevention), as formalized in the propositions.

Research limitations/implications

Given the authors’ focus on lockdown-based CBE, this paper adds unique insight to the literature. It also raises ample opportunities for further study, as outlined.

Practical implications

This study yields important managerial implications, including the suggested adoption of differing tactics/strategies to leverage promotion/prevention-focused customers’ brand engagement during lockdown.

Originality/value

By exploring the effects of lockdown-based essential/non-essential service modes on promotion/prevention-focused customers’ brand engagement, this paper adds novel insight.

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Article
Publication date: 25 April 2022

Sarah-Louise Mitchell and Moira K. Clark

A significant management issue for nonprofit organisations (NPOs) is the disconnect between services beneficiaries and the funders of those services. Individual donors and…

674

Abstract

Purpose

A significant management issue for nonprofit organisations (NPOs) is the disconnect between services beneficiaries and the funders of those services. Individual donors and fundraisers provide the resources to enable other people (or animals) to be supported. The purpose of this paper is to address this service management challenge through new types of customer service interactions that bring together service donors and service recipients through innovative digital communication.

Design/methodology/approach

Based on a review, and illustrated by recent examples of innovative best practice, the authors develop a new conceptual framework for understanding the relationship between customer participation and service brand communication.

Findings

The paper starts by identifying the problem of “nonprofit service disintermediation”. The paper also outlines the inadequacies of popular frameworks of communication, widely taught in business schools, to understand the new reality of customer-service organisation engagement in the digital age. Through adopting a customer engagement lens, the paper develops a new conceptual framework for understanding the relationship between customer participation and service brand communication.

Research limitations/implications

Given the authors’ focus on the intersection between new communication opportunities and customer service interactions, this paper adds novel insight to theory and raises important implications for management.

Originality/value

The paper explores how, through these new communication interactions, engagement with, and loyalty to, the brand is built over time in a fluid and dynamic way. It identifies a disintermediated relationship, distinct to other service contexts, but significant in terms of value and social impact.

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Article
Publication date: 14 December 2022

Linda D. Hollebeek, Choukri Menidjel, Omar S. Itani, Moira K. Clark and Valdimar Sigurdsson

This study investigates the mediating role of consumer engagement (CE) in the relationship between perceived behavioral control (PBC) and purchase intent and the moderating role…

892

Abstract

Purpose

This study investigates the mediating role of consumer engagement (CE) in the relationship between perceived behavioral control (PBC) and purchase intent and the moderating role of perceived safety in the relationship between PBC and CE in the self-driving car (SDC) context.

Design/methodology/approach

To test the model, a sample of 368 consumers was deployed using partial least-squares structural equation modeling (PLS-SEM).

Findings

The findings reveal that consumers' SDC engagement mediates the relationship between PBC and their intent to purchase an SDC. Consumer-perceived SDC safety also moderates the association of PBC/engagement.

Originality/value

While prior research has examined consumer-based drivers of SDC adoption, understanding of consumers' SDC engagement-related dynamics and outcomes lags behind. Addressing this gap, we propose and test a model that explores consumers' SDC engagement vis-à-vis its drivers (perceived SDC safety/behavioral control) and outcomes (SDC purchase intent).

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 8
Type: Research Article
ISSN: 1355-5855

Keywords

Available. Content available
Article
Publication date: 1 August 2006

Moira Clark and Susan Baker

218

Abstract

Details

Kybernetes, vol. 35 no. 7/8
Type: Research Article
ISSN: 0368-492X

Keywords

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Book part
Publication date: 17 December 2003

Sandra K Abell and Katherine S Cennamo

This chapter details our story of developing and using a series of videocases in elementary science teacher preparation. The Reflecting on Elementary Science videocases provide…

Abstract

This chapter details our story of developing and using a series of videocases in elementary science teacher preparation. The Reflecting on Elementary Science videocases provide models of best practices in reform-based elementary science teaching. They reduce the complexity of teaching into a manageable story situated in a specific context, so that preservice teachers can uncover and reflect upon their theories about science learning and teaching. Through an accompanying research program, we have found that the videocases perturb student thinking and catalyze them to think like a teacher as they refine their science education theories.

Details

Using Video in Teacher Education
Type: Book
ISBN: 978-1-84950-232-0

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Article
Publication date: 1 May 1997

Moira Clark

Concerned with modelling the impact of customer‐employee relationships on customer retention rates in a major UK retail bank. Reveals that employee and customer perceptions of…

5132

Abstract

Concerned with modelling the impact of customer‐employee relationships on customer retention rates in a major UK retail bank. Reveals that employee and customer perceptions of service quality are related to customer retention rates and that employee and customer perceptions of service quality are related to each other.

Details

Management Decision, vol. 35 no. 4
Type: Research Article
ISSN: 0025-1747

Keywords

Available. Content available
Book part
Publication date: 18 October 2018

Grafton Whyte

Abstract

Details

The V-Model of Service Quality
Type: Book
ISBN: 978-1-78769-606-8

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