Consumer-Brand Relationships under the Marketing 3.0 Paradigm: A Literature Review

Eliciting the views of left breast cancer patients' receiving deep inspiration breath hold radiation therapy to inform the design of multimedia education and improve patient-centred care for prospective patients

INTRODUCTION

The currently accepted best practice radiation treatment for left breast cancer patients is Deep Inspiration Breath Hold (DIBH) where patients hold a deep breath to reduce late cardiac and pulmonary effects from treatment. DIBH can be challenging and induce or exacerbate anxiety in patients due to the perceived pressure to reduce radiation treatment side effects. This study explored the experiences of patients treated with Deep Inspiration Breath Hold Radiation Therapy (DIBH-RT) to improve patient-centred care and inform the design of multimedia educational tools for future patients undergoing DIBH.

METHODS

This descriptive qualitative study was underpinned by a social constructivist approach to create new educational and patient care approaches based on previous patients' experiences. Semi-structured interviews were conducted with patients who had completed DIBH-RT for breast cancer. Data was analysed with reflexive thematical analysis.

RESULTS

Twenty-two patients were interviewed with five key themes identified: (1) informational needs, (2) care needs, (3) autonomy, (4) DIBH performance influencers and (5) other centredness. Recommendations were derived from these themes to improve future treatments of DIBH patients. These recommendations revolved around improvements to education, patient-centred care and strategies to improve self-efficacy with breath holding.

CONCLUSION

Patients offer a wealth of knowledge regarding their lived experiences with treatment which can enhance future patients' experiences if incorporated into their education and care. Eliciting patients' views of their DIBH-RT treatment highlighted the need to improve patient self-efficacy with DIBH through familiarity with their planned treatment from new multimedia education, and foster patient care to enhance their experience.

Consumer Brand Engagement Beyond the "Likes"

In most consumer brand engagement (CBE) scales, indicators of CBE refer to behaviors that are related to social media or online brand communities. CBE also occurs beyond the Internet context in real-life settings. This paper reports the development and validation process of a CBE scale beyond the Internet behavior context. The results of three studies support the content validity, internal consistency, reliability, and nomological validity of the scale. Moreover, the results indicate that brand engagement measured by the CBE scale affects important aspects of brand-related consumer constructs. Consumers with a high level of brand engagement reflected greater brand loyalty, consumer satisfaction with a product, and perceived value of a brand. The author discusses the usefulness of this scale for marketing and psychological research.

Stimulating Customer Inspiration Through Online Brand Community Climates: The Mediating Role of Customer Interaction

This study examines the impacts of the online brand community (OBC) climate on customer interaction and customer inspiration, which are yet under-explored in the extant literature. The data were collected online from the Chinese respondents (N = 504) to analyze the proposed constructs of the study. Findings show that supportive OBC climate and controlled OBC climate are positively related to customer interaction (including information interaction and social interaction) and exert a significant and positive impact on customer inspiration. A mediating impact of customer interaction is found on the relationship between OBC climate and customer inspiration. This study unravels the importance and mechanism of customer-brand relationships in the online environment and illuminates pathways for marketers and policymakers to positively influence customer inspiration for business promotion. This study updates existing literature boxes of consumer behavior and marketing in the context of online customer-brand relationships. Limitations and future research directions are noted.

Digitally driven new product development: an involved contemporary innovation case

Purpose

The purpose of this paper is to study the impact of real-time data emerging from implementation of the Internet of Things (IoT) and netnography on the efficiency of the new product development (NPD).

Design/methodology/approach

Customer-oriented organizations are the ones that survive in the market with a flow of new products to the market. Expectations like reduced timelines with quality focus provoke innovations. Customer inputs become the soul for a successful product wherein it becomes important to keep a constant stream of information flow back from the market. Literature review states that real-time data gathering with the implementation of IoT ensures the same. Along with real-time data, researchers have envisaged the need to identify the customer persona before incorporating customer opinion and sentiments vide netnography.

Findings

The organization can leverage the collaboration of IoT origin real-time data and sentiment analysis to effectively manage the NPD. Real-time customer data coupled with customer opinions and sentiments prove to be a game changer in the NPD process.

Originality/value

The originalities of this study are impact of IoT origin real-time data coupled with sentiment analysis on the NPD process. While impact of IoT origin data is reported in isolation similar to sentiment analysis, influence of collaboration of real-time data with sentiment analysis on NPD process is reported in this study.

Value Co-creation in Third-Party Managed Virtual Communities and Brand Equity

Value co-creation continues to be a key issue in the era of marketing 4.0. Despite an increasing amount of research on value co-creation, there is still a lot of ambiguity in the use of certain terms. For example, different names are used to refer to the same concept. Even though the concept of co-innovation or co-production has nearly the same meaning as co-creation, there are certain differences between them that must be clarified. In addition, another difficulty found in the literature is that the co-creation concept is frequently applied to different objects of study, such that it might be dealing with brand value co-creation, co-creation of experience, co-creation attitude, etc. In order to clarify these issues, this paper presents a brief review of the relevant literature on value co-creation.

The Role of Identification in Consumers' Evaluations of Brand Extensions

Brand extension is a widely adopted strategy for firms to take advantage of an existing brand's equity in a new product category. The main goal of this paper is to test the moderating role consumer-company identification plays in the effect of product fit and information on consumers' evaluations of brand extensions. Study 1 demonstrates the moderator effect of identification on the effect of category fit on consumers' purchase intentions for brand extensions and brand alliances. In Study 2, we proposed that identified consumers are not affected by information about the product, while low identified consumers rely more on that information. However, results show that the presence of information about the brand extension is only significant for identified consumers. For marketing managers, our results will help in decisions regarding extension category selection, segmentation strategy, and identification cuing.

How Self-Construals Affect Responses to Anthropomorphic Brands, With a Focus on the Three-Factor Relationship Between the Brand, the Gift-Giver and the Recipient

The universal mantra, “The customer is our king,” has led to considerable focus on the servant-anthropomorphized brand. However, does your “king” want to be served as a “king”? This research aims to examine how anthropomorphic brand role, self-construals and consumer responses to brands interact. In this study, four sequential experiments show that consumers with an interdependent self-construal are likely to respond more favorably toward anthropomorphic brands playing superior ‘master’ roles than toward those playing subordinate ‘servant’ roles. Here we distinguish between two types of superior role (master and mentor) based on behavior and communications. We also explore the underlying psychological mechanism of followership, as demonstrated through blind followership of someone in a master role and rational followership of someone in a mentor role. Additionally, when a third-party (recipient) is involved in the relationship between a consumer and a brand, the giver–recipient relationship moderates the relationship between an anthropomorphised brand role and self-construals.

A Literature Review of Word of Mouth and Electronic Word of Mouth: Implications for Consumer Behavior

The rise and spread of the Internet has led to the emergence of a new form of word of mouth (WOM): electronic word of mouth (eWOM), considered one of the most influential informal media among consumers, businesses, and the population at large. Drawing on these ideas, this paper reviews the relevant literature, analyzing the impact of traditional WOM and eWOM in the field of consumer behavior and highlighting the main differences between the two types of recommendations, with a view to contributing to a better understanding of the potential of both.