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Lookup NU author(s): Dr Nick Hajli,
Professor Savvas PapagiannidisORCiD
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).
This article looks at the co-creation of value in the branding process with members of online communities. Three online communities in Iran are analyzed through 45 interviews with members along with three interviews with top managers of the three brands of these communities. A content analysis shows a clear process in that the social interactions of customers in online brand communities with their favorite brands help develop relationship quality and increase customer brand loyalty. The findings suggest that firms may develop their branding strategies using social media and online brand communities through relationship marketing by using an online co-creation strategy. The findings also serve to inform practitioners of the impact of social media on branding and how they can best facilitate these brand relationships.
Author(s): Hajli N, Shanmugam M, Papagiannidis S, Zahay D, Richard M
Publication type: Article
Publication status: Published
Journal: Journal of Business Research
Print publication date: 01/01/2017
Online publication date: 30/08/2016
Acceptance date: 01/08/2016
Date deposited: 30/08/2016
ISSN (print): 0148-2963
ISSN (electronic): 1873-7978
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