How service use is transformed to social value through customer's identifications : an empirical study of value co-creation in brand community

Pao Yue-kong Library Electronic Theses Database

How service use is transformed to social value through customer's identifications : an empirical study of value co-creation in brand community

 

Author: Poon, Kwok Ho
Title: How service use is transformed to social value through customer's identifications : an empirical study of value co-creation in brand community
Degree: D.B.A.
Year: 2011
Subject: Relationship marketing.
Branding (Marketing)
Consumer behavior -- Social aspects.
Customer relations.
Hong Kong Polytechnic University -- Dissertations
Department: Graduate School of Business
Pages: viii, 151 leaves : ill. ; 30 cm.
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b2525961
URI: http://theses.lib.polyu.edu.hk/handle/200/6658
Abstract: This study identifies what and how value is co-created through service use of brand community and product by highlighting the social characteristic of brand community and the social nature of customer's consumption. By applying Vargo and Lusch (2004, 2006 & 2008)'s service-dominant logic, it is conceptualized that customer defines and co-creates value during use and therefore value is interpreted as value-in-use. Two distinct social consumption processes are examined. The focus of this study is the tribalized consumption (Cova, 1997) of service, i.e. explaining why the use of brand community elicits community identification which subsequently creates value of sense of community. Another consumption mode, individualized consumption, explains why product use leads to the incorporation of this product in customer's extended self and then creates value of social classification. This study shows that these two processes are correlated. An empirical model is built and tested to explore the mechanism of value co-creation in a social context by drawing theories from social identification (Tajfel, 1978; Brewer, 1991), sense of community (McMillan & Chavis, 1986), extended self (Belk, 1988), and classification value (Holt, 1995). Survey data of 194 online iPhone brand community members in Hong Kong was analyzed using structural equation modeling. The result shows that in the tribalized consumption, brand community use leads to community identification which then impacts positively on value of sense of community. In the individualized consumption, extended self mediates strongly the causal effect of product use value to the social classification value. Besides, the two consumption processes are found to be linked as extended self is found to be an antecedent of community identification. Theoretical and managerial implications of the results are discussed.

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