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مقالات ترجمه شده مدیریت بازرگانی |
کد محصول: M705
سال نشر: ۲۰۱۸
نام ناشر (پایگاه داده): الزویر
نام مجله: Journal of Business Research
نوع مقاله: علمی پژوهشی (Research articles)
تعداد صفحه انگلیسی: ۱۱ صفحه PDF
تعداد صفحه ترجمه فارسی: ۳۴ صفحه word
قیمت فایل ترجمه شده: ۲۸۰۰۰ تومان
عنوان فارسی:
مقاله ترجمه شده مدیریت : چگونه مشتریان شما در فرایند خلق مشترک ارزش برند ارزشمند هستند؟ توسعه یک مقیاس ارزش خلق مشترک مشتری
عنوان انگلیسی:
How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale
چکیده فارسی:
علیرغم تعداد روزافزون تحقیق در مورد ایجاد همکاری ارزش، به طور کلی، تحقیق در مورد خلق مشترک ارزش برند همچنان محدود است به ویژه، به چه میزان ارزش مشتریان به روند خلق مشترک ارزش برند کمک می کند هنوز معلوم نیست این مطالعه مجموعه ای شامل هشت پژوهش را در زابطه با مقیاس اندازه گیری ارزش خلق مشترک مشتری (CCCV ) توسعه می دهد و به شرکت ها در ارزیابی ارزش مشتریان در فرآیند خلق مشترک ارزش برند کمک می کند یافته ها نشان می دهد که CCCV یک ساختار چند بعدی است که متشکل از دو عامل مرتبه بالاتر و هفت بعد است: منابع متعلق به مشتری (شامل دانش برند، مهارت های برند، خلاقیت برند و وابستگی برند) و انگیزه مشتری (شامل انگیزه برند، اعتماد به برند و تعهد برند) است. علاوه بر این ، مقیاس ارزش خلق مشترک مشتری (CCCV ) اعتماد و اطمینان مشتریان نسبت به برند را نیز مورد ارزیابی قرار می دهد. چارچوب CCCV به مدیران بازاریابی کمک می کند تا درک کنند که چگونه مشتریان می توانند در ایجاد ارزش برند شرکت همکاری داشته باشند و میزان مشارکت مشتریان در فرآیند خلق مشترک یک برند چقدر است.
کلمات کلیدی: ارزش برند | خلق مشترک | توسعه مقیاس | CCCV | معادله ساختاری حداقل مربعات جزئی | مدل سازی (PLS-SEM)
Abstract
Despite an increasing amount of research on co-creation of value, in general, research on brand value co-creation remains limited. Particularly, how much value customers contribute to the brand value co-creation process remains unclear. This research develops in a series of eight studies the Customer Co-Creation Value (CCCV) measurement scale that helps firms assess the value of customers in the brand value co-creation process.
The findings reveal that CCCV is a multidimensional construct consisting of two higher-order factors and seven dimensions: customer-owned resources (including brand knowledge, brand skills, brand creativity, and brand connectedness) and customer motivation (comprising brand passion, brand trust, and brand commitment). Further, the CCCV scale reliably and validly gauges the value customers contribute to a firms brand. The CCCV framework helps marketing managers understand how customers can contribute to a firms brand value cocreation efforts and how much value customers contribute to a brand in the co-creation process.
Keywords: Brand value | Co-creation | Scale development | CCCV | Partial least squares structural equation | modeling (PLS-SEM)
۱. Introduction
Co-creation of value has become a widely researched construct, particularly since Vargo and Lusch’s (2004) observation that marketing is moving toward a more service-centered logic. Central to this service-dominant (S-D) logic perspective are the foundational propositions (FPs) that value can only be created between a firm and its stakeholders in every aspect of the value chain (FP6) and that it is the beneficiary who always uniquely and phenomenologically determines this value through value-in-use perceptions (FP10). However, despite an increasing amount of research on co-creation of value, in general, there has been very little focus on brand value co-creation (e.g., Payne, Storbacka, Frow, & Knox, 2009; Ramaswamy & Ozcan, 2016).
This is despite a widespread acknowledgment that customers and firms always co-create brand value together (Merz, He, & Vargo, 2009; Vargo & Lusch, 2016). Illustrative of such brand value co-creation efforts are Dove’s “Speak Beautiful” initiative that encouraged customers to contribute to the brand’s marketing communication by tweeting positive body image thoughts, Nike and the Livestrong Foundation’s “Chalkbot” initiative that contributed toward the brand’s marketing communication, and Whirlpool’s “Every Day, care™ Project” initiative that connected customers to one another to induce their contributions toward the brand’s customer acquisition, expansion, and retention efforts (Harmeling, Moffett, Arnold, & Carlson, 2017).
A possible explanation for this lack of research on brand value co-creation is a lack of understanding of the concept of brand value when examined from the perspective of the S-D logic (Merz et al., 2009; Ramaswamy & Ozcan, 2016). Based on the tenets of the S-D logic, this research views brand value as the perceived use value co-created and determined collectively by all the actors in the ecosystem (Merz et al., 2009). Accordingly, it views brand value co-creation as the process of creating perceived use value for a brand through network relationships and social interactions among the ecosystem of all actors (Vargo & Lusch, 2016).
Against this new perspective, it is unclear how customers can help co-create brand value and how their value can be assessed. While a few studies provide insights into how brand value can be co-created between a firm and its customers (e.g., Fournier, 1998; Harmeling et al., 2017), no research systematically explores the exact nature of brand value co-creation. Moreover, while existing research has proposed different measures related to co-creation (e.g., Ranjan & Read, 2016; Yi & Gong, 2013), no research has developed a measure that assesses customers’ value in the brand value co-creation process.
To fill this gap and provide marketers with a more systematic way of understanding value contributions of customers to a firm’s brand value creation efforts, this research (1) develops an integrative framework of the new construct of Customer Co-creation Value (CCCV) and (2) reports the development of a reliable and valid CCCV scale. The CCCV scale gauges the value customers contribute to a brand. It helps firms understand how customers can contribute to a firm’s brand value co-creation efforts and how to assess their contribution value.