An increasing body of research adopts a performative perspective of brands, assuming that multiple actors co-create brands in interrelated brand co-creation performances (BCCP). While gaining traction in branding research, empirical work identifyingBCCPis scarce (n = 3).BCCPhave yet been discu...
Future research and limitation The first limitation was in sample collection; since the data were not collected randomly, the study cannot be generalized. Therefore, similar studies should use random sampling methods to increase the validity of the findings. The second limitation was the study’s fo...
3.1. Data collection and sampling The study employed an online survey in the US, as HEIs in the US have very strong global brands and alumni engagement and donation functions are among the leading ones in the world (in 2014 alone, US HEIs raised a record $33.8 billion (McDonald, 2014)...
We add to this work more granularity of method description, real-time data collection, the distinction between touchpoint frequency and positivity, and further touchpoints such as peer observation. Another reason for adopting consideration is that it is in common use among practitioners for evaluating...
(Sichtmann et al.,2019). Upon such categorization, transgressions by domestic brands are interpreted as acts of in-group betrayal that trigger punitive reactions (i.e., lower forgiveness, more negative sentiment, lower willingness to repurchase). Because foreign brands are not in-group members, ...
Wiedmann KP, Hennigs N, Schmidt S, Wuestefeld T. The importance of brand heritage as a key performance driver in marketing management. J Brand Manag. 2011;19(3):182–194. doi:10.1057/bm.2011.36 32. Youn S, Dodoo NA. The power of brand nostalgia: contrasting brand personality dimensions ...
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Before running the analyses, we used the Harman's one factor test to check for common method bias to make sure that the method of data collection did not bias our results. To perform this test, we loaded all variables onto one factor. If the factor has a total explained variance of abov...
In short, this research is the first systematic quantitative analysis of BE research that applies a bibliometric approach using co-word analysis and science mapping to all the articles published in the last 30 years and indexed in the core collection of the WoS database and Scopus. The work de...