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Do value cocreation and engagement drive brand evangelism?

Harrigan, Paul, Roy, Sanjit K., Chen, Tom (2021) Do value cocreation and engagement drive brand evangelism? Marketing Intelligence & Planning, 39 (3). pp. 345-360. ISSN 0263-4503. (doi:10.1108/MIP-10-2019-0492) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:107086)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL:
https://doi.org/10.1108/MIP-10-2019-0492

Abstract

Purpose

Drawing on service logic, the authors investigate how value cocreation leads to evangelical brand-related behaviors (brand defense and brand advocacy). The authors analyze the interplay between value cocreation and customer brand engagement on social media in driving these outcomes. The authors also consider the role of brand love in eliciting evangelical brand-related behaviors.

Design/methodology/approach

Respondents recruited through Amazon MTurk were surveyed on social media use in tourism-related decisions. The total useable sample size was 397. Partial least squares structural equation modeling (PLS-SEM) was used to test the research model.

Findings

Value cocreation and customer brand engagement are drivers of evangelical brand-related behaviors, emphasizing the importance of these two in marketing and how they drive behavioral outcomes.

Research limitations/implications

Service logic highlights the significance of value cocreation which, through customer brand engagement and love, leads to brand defense and advocacy. This explains the mediation in our model, where marketers must undertake efforts to support customer brand engagement and brand love.

Practical implications

Value is created by the user for the user through their experiences over time. Brands are owned by customers, and their defense and advocacy of them must be earned. Marketers facilitate customer value creation by providing the resources to cocreate value and love the brand.

Originality/value

Most studies investigate value cocreation from an in-role and/or extra-role perspective as to how it benefits firms. Through service logic, the authors illustrate how it leads to evangelical brand-related behaviors.

Item Type: Article
DOI/Identification number: 10.1108/MIP-10-2019-0492
Subjects: H Social Sciences
Divisions: Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
Depositing User: Professor Tom Chen
Date Deposited: 24 Sep 2024 11:46 UTC
Last Modified: 25 Sep 2024 13:18 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/107086 (The current URI for this page, for reference purposes)

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