Practices of brand meaning cocreation in service ecosystems

Tierney, D 2016, Practices of brand meaning cocreation in service ecosystems, Doctor of Philosophy (PhD), Economics, Finance and Marketing, RMIT University.


Document type: Thesis
Collection: Theses

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Title Practices of brand meaning cocreation in service ecosystems
Author(s) Tierney, D
Year 2016
Abstract Theoretical developments in branding literature are challenging traditional organization centric models of brand meaning management. Additionally, service-dominant (S-D) logic with its foundational premises based on collaboration in markets and mutually cocreated service outcomes, suggests the need for more consumer-centric and participative perspectives on brand meaning management. Concurrently, firms are faced with markets characterized by networks of social and economic actors engaging in ongoing service and social interactions from which brand meaning emerges and evolves. Despite this, empirical investigations are lacking into how multiple actors cocreate brand meaning. Managers lack empirical insights on key factors in this process such as the actors, resources and nature of interactions that contribute to cocreated brand meaning outcomes; insights that would support effective strategic choices for involvement in and facilitation of the process.

Within this context, this research advances marketing theory in three ways. First, brand meaning cocreation (BMCC) is conceptualized as the process leading to brand meaning. This conceptualization provides theoretical clarity on units of analysis in terms of resources, actors, and interactions that unfold in the process. Second, eight consumer practices through which consumers contribute to BMCC at nano (e.g. individual reflection), micro (e.g. service exchange), meso (e.g. user communities), or macro (e.g. socio-cultural networks) context levels in the service ecosystem are identified and organized into three higher order aggregates based on consumer brand meaning outcome goals. This helps researchers and practitioners understand how consumers cocreate and evolve brand meaning through multiple interactions over time and space. Third, eight organizational practices are identified that are framed by socially constructed rules, norms and values and designed to facilitate the process of BMCC. The findings from this research undertaken in the context of the Vietnamese retail banking market provide early empirical evidence for how and why consumers and firms engage in brand meaning cocreation. Overall, the findings show how the BMCC process operates and how firms can leverage competitive advantage by facilitating mutually beneficial BMCC experiences.
Degree Doctor of Philosophy (PhD)
Institution RMIT University
School, Department or Centre Economics, Finance and Marketing
Subjects Consumer-Oriented Product or Service Development
Marketing Management (incl. Strategy and Customer Relations)
Marketing Theory
Keyword(s) Branding
Brand management
Brand meaning
Cocreation
Practice theory
Institutional logics
Service ecosystems
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Created: Fri, 12 Aug 2016, 13:36:59 EST by Keely Chapman
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