A model of brand engagement in online brand communities: Co-creating value for the brand and the community
Access Status
Open access
Authors
Alotaibi, Meshaal Hamad
Date
2016Supervisor
Dr Robyn Ouschan
Dr Graham Ferguson
Type
Thesis
Award
PhD
Metadata
Show full item recordFaculty
Curtin Business School
School
School of Marketing
Collection
Abstract
Utilising qualitative and quantitative methods, this thesis examines customer engagement in value co-creation from a customer perspective. This thesis provides a model of brand engagement behaviours in online brand communities by taking into account co-creating value for the brand and the community. The findings identify three types of engagement behaviours - helping oneself, helping others and helping the firm - and provide an empirical model explaining antecedents and outcomes of each engagement behaviour.
Related items
Showing items related by title, author, creator and subject.
-
Rabbanee, Fazlul ; Sadeque, Saalem; Swapan, Mohammad (2019)City branding is an important activity of the governing authorities of the cities around the world. While extant literature on urban governance highlights the significance of residents’ role in the development and managing ...
-
Ouschan, Robyn ; Turkington, Jay; Napoli, Julie (2019)A new area of customer engagement research which centers on the co-creation of brand content and brand meaning has emerged. Several researchers have highlighted the need for a more bottom up rather than top down approach ...
-
Ouschan, Robyn ; Turkington, J.; Napoli, Julie (2019)A new area of customer engagement research which centers on the co-creation of brand content and brand meaning has emerged. Several researchers have highlighted the need for a more bottom up rather than top down approach ...