A model of brand engagement in online brand communities: Co-creating value for the brand and the community
Utilising qualitative and quantitative methods, this thesis examines customer engagement in value co-creation from a customer perspective. This thesis provides a model of brand engagement behaviours in online brand communities by taking into account co-creating value for the brand and the community....
| Main Author: | |
|---|---|
| Format: | Thesis |
| Published: |
Curtin University
2016
|
| Online Access: | http://hdl.handle.net/20.500.11937/48582 |
| _version_ | 1848758109626957824 |
|---|---|
| author | Alotaibi, Meshaal Hamad |
| author_facet | Alotaibi, Meshaal Hamad |
| author_sort | Alotaibi, Meshaal Hamad |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Utilising qualitative and quantitative methods, this thesis examines customer engagement in value co-creation from a customer perspective. This thesis provides a model of brand engagement behaviours in online brand communities by taking into account co-creating value for the brand and the community. The findings identify three types of engagement behaviours - helping oneself, helping others and helping the firm - and provide an empirical model explaining antecedents and outcomes of each engagement behaviour. |
| first_indexed | 2025-11-14T09:38:46Z |
| format | Thesis |
| id | curtin-20.500.11937-48582 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:38:46Z |
| publishDate | 2016 |
| publisher | Curtin University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-485822017-02-17T01:56:21Z A model of brand engagement in online brand communities: Co-creating value for the brand and the community Alotaibi, Meshaal Hamad Utilising qualitative and quantitative methods, this thesis examines customer engagement in value co-creation from a customer perspective. This thesis provides a model of brand engagement behaviours in online brand communities by taking into account co-creating value for the brand and the community. The findings identify three types of engagement behaviours - helping oneself, helping others and helping the firm - and provide an empirical model explaining antecedents and outcomes of each engagement behaviour. 2016 Thesis http://hdl.handle.net/20.500.11937/48582 Curtin University fulltext |
| spellingShingle | Alotaibi, Meshaal Hamad A model of brand engagement in online brand communities: Co-creating value for the brand and the community |
| title | A model of brand engagement in online brand communities: Co-creating value for the brand and the community |
| title_full | A model of brand engagement in online brand communities: Co-creating value for the brand and the community |
| title_fullStr | A model of brand engagement in online brand communities: Co-creating value for the brand and the community |
| title_full_unstemmed | A model of brand engagement in online brand communities: Co-creating value for the brand and the community |
| title_short | A model of brand engagement in online brand communities: Co-creating value for the brand and the community |
| title_sort | model of brand engagement in online brand communities: co-creating value for the brand and the community |
| url | http://hdl.handle.net/20.500.11937/48582 |