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Branding co-creation with members of online brand communities

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.

Publication metadata

Author(s): Hajli N, Shanmugam M, Papagiannidis S, Zahay D, Richard M

Publication type: Article

Publication status: Published

Journal: Journal of Business Research

Year: 2017

Volume: 70

Pages: 136-144

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

Publisher: Elsevier


DOI: 10.1016/j.jbusres.2016.08.026


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