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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

Brand Advocacy: Conceptualization and Measurement

Wilder, Kelly Marie 14 August 2015 (has links)
Brand advocacy occurs when consumers who feel very passionately about a brand seek to promote it to others and defend it against its naysayers. These consumers are valuable to brands as information between consumers is more easily and rapidly shared than ever before, and as consumer distrust of brand-sponsored messages is high. As a result, brands are dependent upon their brand advocates to leverage the perceived reliability of peer recommendations to recruit new customers. However, thus far in the marketing literature, an adequate conceptualization of brand advocacy has failed to emerge. Instead, when discussed, brand advocacy is often measured using a proxy variable such as positive word-of-mouth. It is the supposition of the author that these two constructs are not synonymous and using one as a proxy for the other severely limits researchers’ understanding of the brand advocacy and its impact. The goal of this research is to define brand advocacy and develop a valid scale to measure it. Following Churchill’s (1979) paradigm for scale development, a series of four studies were undertaken to validate the new scale. The first two studies are qualitative in nature and help identify the domains of brand advocacy. Based on the results of the first study, a series of depth interviews, and the second study, an open-ended questionnaire, the following definition of brand advocacy is put forth: Brand advocacy is a combination of customer-motivated behaviors, including proactively recommending the brand and defending the brand against detractors, intended to maintain the customer’s relationship with the brand and promote it to others. The construct was determined to be a higher-order construct comprising two distinct sets of behaviors that address advocates’ need to not only defend the brand to naysayers but also to proactively spread positive brand communications to others. The third and fourth studies use quantitative data to complete the scale development process by proposing and validating a nine-item scale to measure the multi-dimensional construct of brand advocacy as well as provide evidence that it is a distinct construct from PWOM. The results of this research provide a definition and valid scale of brand advocacy.
2

Exploring the relationship between organisational culture, brand, and word-of-mouth referral

Farmer-Brent, Garret 06 March 2020 (has links)
The culture within an organisation affects organisational performance in a myriad of ways, but the existing research was found by this paper to only examine organisational culture’s effect on profitability. This narrow view creates a gap between culture as a starting point for performance, and profitability as an ultimate endpoint. What about everything in between that culture has an effect on? Rather than examining organisational culture in terms of how it influences profitability, this study looks at how organisational culture influences an aspect organisational performance, specifically: its effect on brand image or on word-of-mouth referral. To do so, this paper unpacks a causal chain of influences in four chapters. The research here shows how that employees situated within the culture influences customers to promise to refer the organisation to their social connections. The literature shows that organisational culture is a context that influences most facets of business, and this context is used as a filter by employees to understand how they should behave and what they should value. This paper proposes that employees receive internal brand communications within the context of the culture. Then, they conduct their service actions according to what is expected of them within this context. Customers who interact with these employees are then coming into contact with the organisational by the proxy of customer-facing employees. These interactions between customers and employees are what causes the customer to enjoy the service experience or not. The theory shows that when a service experience is enjoyed, there is likelihood of positive word-of-mouth referral. This paper correlates that and proposes that when there is a strong degree of alignment in organisational culture, employees receive internal brand communications and conduct their service actions in strong alignment of what is expected of them. This leads to customers perceiving the organisation in a way that is favourable and causes a significant number of customers to promise to recommend the organisation.
3

Playing to Win: How Gamification Can Boost Customer Engagement and Turn Non-Fans into Brand Advocates

Öztürk, Basak, Hersono, Rulan January 2023 (has links)
In today’s progressive technology development, it is imperative to engage the customer and transform them to become brand advocates. Firms need to ensure their brand’s longevity in this competitive market, at times putting noncustomers in hindsight. This thesis aims to explore how firms can utilise Gamification to engage noncustomers and make them advocate for a brand. To explore this phenomenon, this thesis takes the concepts Gamification, Customer Engagement, Online Brand Advocacy as its starting point and puts special emphasis on the Metaverse as it is an emerging digital engagement platform. Using a quasi-experimental research design with four-manipulation Gamification aspects, we discovered four key findings; (1) the Behavioural dimension of Customer Engagement is a key driver in Online Brand Advocacy compared to the other dimensions. In addition, it is the Behavioural dimension of Customer Engagement that gets noncustomers to advocate for a brand, while the Emotional and Cognitive dimension develops during the post-experience phase, (2) out of the three Gamification aspects, the Motivational Affordance motivated noncustomers the most to engage and advocate for the hypothetical brand, (3) Gamification aspects has a direct effect on noncustomers advocating behaviour without an established consumers-brand relationship, and (4) noncustomers are extrinsically motivated to engage with a brand based on behavioural factors. The contribution of this study is twofold. First, from a theoretical standpoint, it offers a conceptual model and empirically assesses the impact of Gamification utilising various gamified aspects. Second, from a pragmatic and practitioner perspective, the findings aid marketers in developing sustainable marketing strategies, and harness the power of Customer Engagement and Advocacy with the use of Gamification. Hence, this thesis yields new insights to the emerging research on Gamification, Customer Engagement, and Online Brand Advocacy. Therewith, this study offers a novel approach, by linking these three concepts, and introducing Customer Engagement and Online Brand Advocacy as an outcome of Gamification in a metaverse context.
4

What Influences Employees to Become Digital Advocates? : A Quantitative Study of the Relationship Between Employer Branding and Digital Employee Advocacy in Industrial Organisations / Vad får anställda att förespråka sina arbetsgivare på sociala medier?

Ilic, Josefin, Tranell, Matilda January 2018 (has links)
Since the introduction of social media, the corporate communication landscape has changed significantly, and thus organisations need to find new innovative ways to communicate. One emerging strategy is digital employee advocacy, which ultimately means that employees voluntarily endorse their employers on social media platforms. As of now however, research on how organisations should operate in order to encourage such behaviour is rather unexplored and inadequate, and a stronger understanding of the motivation and underlying mechanisms is needed. One concept that is conceptually identified as a driver for employee advocacy is employer branding, both directly and indirectly through organisational commitment. Therefore, this thesis aims at investigating and analysing the relationship between employer branding and digital employee advocacy as well as the dimensions of employer branding. Ultimately, the purpose of this thesis is to generate insights on which industrial organisations can build strategies for digital employee advocacy programs. This was done by collecting quantitative data through a questionnaire distributed among employees in a Swedish industrial organisation. Based on the data, a PLS-SEM analysis was conducted that both evaluated a newly developed employer branding scale and the relationships between employer branding and digital employee advocacy. The results from the analysis show that employer branding consists of five dimensions: training and development, healthy work atmosphere, ethics and CSR, work life balance as well as compensation and benefits. Furthermore, it can be concluded that employer branding does not lead to digital employee advocacy directly. It can however be shown that the relationships from employer branding to organisational commitment and from organisational commitment to digital employee advocacy are significant and that organisational commitment has a full mediating effect on the direct relationship between employer branding and digital employee advocacy. Thus, organisations need to recognise organisational commitment as a necessity, and employer branding as an instrument, for achieving digital employee advocacy. / I takt med tillväxten av sociala medier så har kommunikationslandskapet förändrats drastiskt och organisationer behöver därför hitta nya innovativa kommunikationsstrategier. En allt mer framstående strategi är digital employee advocacy, vilket innebär att få anställda att frivilligt förespråka sina arbetsgivare på sociala medier. Forskning gällande hur organisationer ska verka för att främja sådant beteende är dock bristfällig i nuläget och en större förståelse för incitament och drivande faktorer är därför nödvändig. En faktor som är identifierad som en potentiell drivkraft för digital employee advocacy är employer branding, både direkt och indirekt genom ett koncept känt som organisational commitment (sv. organisationsengagemang). Baserat på detta är målet för denna rapport att undersöka och analysera relationen mellan employer branding och digital employee advocacy samt de potentiella dimensionerna av employer branding. Vidare är rapportens syfte att generera insikter på vilka industriella organisationer kan bygga strategier för digital employee advocacy program. Detta kunde uppfyllas genom att distribuera en enkät till anställda i en svensk industriorganisation. Baserat på kvantitativ data från denna enkät kunde en PLS-SEM analys genomföras vilken både utvärderade en nyutvecklad skala för employer branding samt relationerna mellan employer branding och digital employee advocacy. Resultaten från denna analys indikerar att employer branding består av fem dimensioner: training and development, healthy work atmosphere, ethics and CSR, work life balance samt compensation and benefits. Vidare så visar resultaten att employer branding i dessa förhållanden inte har en direkt påverkan på digital employee advocacy. Dock visar resultaten att employer branding leder till organisational commitment, som i sin tur leder till digital employee advocacy. Dessutom visar resultaten att det direkta förhållandet mellan employer branding och digital employee advocacy till fullo medieras av organisational commitment. Organisationer som vill uppnå digital employee advocacy bör därför se organisational commitment som en nödvändighet och employer branding som ett hjälpmedel.

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