A model of brand engagement in online brand communities: Co-creating value for the brand and the community
| dc.contributor.author | Alotaibi, Meshaal Hamad | |
| dc.contributor.supervisor | Dr Robyn Ouschan | |
| dc.contributor.supervisor | Dr Graham Ferguson | |
| dc.date.accessioned | 2017-02-17T01:53:22Z | |
| dc.date.available | 2017-02-17T01:53:22Z | |
| dc.date.issued | 2016 | |
| dc.identifier.uri | http://hdl.handle.net/20.500.11937/48582 | |
| dc.description.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. | en_US |
| dc.publisher | Curtin University | en_US |
| dc.title | A model of brand engagement in online brand communities: Co-creating value for the brand and the community | en_US |
| dc.type | Thesis | en_US |
| dcterms.educationLevel | PhD | |
| curtin.department | School of Marketing | en_US |
| curtin.accessStatus | Open access | en_US |
| curtin.faculty | Curtin Business School | en_US |