Although several million brand names exist worldwide, brand names remain an underresearched area of (applied) linguistics. The main goal of the dissertation is to show how linguistic research can contribute to a better understanding and the successful management of brand names. The dissertation is separated into two main parts This thesis will focus on brand management within small and medium-sized enterprises (SMEs). SMEs are defined by the European Union () as companies with or less employees. A vast majority, about 99 percent, of all enterprises within the European Union are SMEs. Brand management, or branding that it is commonly referred to, is the way Brand Management Dissertation, how to write an essay in college, how to properly write nerve wracking in an essay, what is breech of duty essays/10()
Customer Engagement and Value Co-Creation for Hospitality Open Innovation
Show simple item record. View Item VTechWorks Home ETDs: Virginia Tech Electronic Theses and Dissertations Doctoral Dissertations View Item. JavaScript is disabled for your browser. Some features of this site may not work brand management dissertation it. Show simple item record Customer Engagement and Value Co-Creation for Hospitality Open Innovation dc.
author Shin, Hakseung en dc. accessioned TZ en dc. available TZ en dc. issued en dc. abstract While innovation has been a critical tool for the success of hospitality businesses, there has been little research concerning how hospitality service innovation is created.
Focusing on knowledge development for service innovation, this dissertation examines hospitality open innovation processes by highlighting the critical role of customers as important external stakeholders for knowledge creation. More specifically, this research examines how hospitality brand community members engage in brand activities that co-create non-transactional knowledge value for open innovation. To achieve the research purpose, the dissertation consists of four independent studies.
The design of the four studies followed a theory development process focusing on bibliometric analysis Study 1brand management dissertation, exploratory analysis Study 2empirical analysis Study 3and experimental analysis Study 4. Study 1 conducted bibliometric co-citation analysis to examine the foundation and evolution of the service innovation research in both hospitality and tourism and service management literature.
Brand management dissertation 2 examined how hospitality hotel customers engage in an online brand community and what types of value are co-created from their engagement behaviors. Study 3 empirically developed a multi-dimensional measure of customer engagement behaviors for co-creating non-transactional value. Lastly, Study 4 examined how hospitality online brand community members participate in open innovation behaviors as a result of customer empowerment and social brand management dissertation. Study 1 identified critical research opportunities for future hospitality and tourism research in terms of innovation creation, diffusion, and evaluation.
Most importantly, brand management dissertation, open innovation via customer engagement was identified as a critical topic to understand hospitality innovation creation. In Study 2, customer engagement behaviors, motivations, and value co-creation were qualitatively analyzed in the context of an online hotel brand community. Using mixed-methods, including netnography analysis and qualitative written interviews, brand management dissertation, a conceptual framework of value co-creation via customer engagement was developed.
Based on this framework, Study 3 developed a scale consisting of 15 items measuring customer engagement behaviors in terms of influential-experience value, C-to-B innovation value, relational value, and citizenship value. Lastly, Study 4 found a causal process that customer empowerment makes a positive impact on the intention of open innovation engagement and the creativity of ideas by mediating intrinsic motivation.
en dc. medium ETD en dc. publisher Virginia Tech en dc, brand management dissertation. Some uses of this item may be deemed fair and permitted by law even without permission from the rights holder sor the rights holder s may have licensed the work for use under certain conditions. For other uses you need to obtain permission from the rights holder s. subject Open Innovation en dc. subject Customer Engagement en dc. subject Value Co-Creation en dc. subject Non-Transactional Value en dc.
subject Online Brand Community en dc. subject Knowledge Brand management dissertation en dc. title Customer Engagement and Value Co-Creation for Hospitality Open Innovation en dc. type Dissertation en dc. department Hospitality and Tourism Management en dc. degree Doctor of Philosophy en thesis. name Doctor of Philosophy en thesis. level doctoral en thesis. grantor Virginia Polytechnic Institute and State University en thesis. discipline Business, Hospitality and Tourism Management en dc.
committeechair Perdue, Richard Roy en dc. committeemember Xiang, Zheng en dc. committeemember Pandelaere, Mario en dc. committeemember Nicolau Gonzalbez, Juan Luis en dc. abstractgeneral While innovation has been a critical tool for the success of hospitality businesses, brand management dissertation, there has been little research concerning how hospitality service innovation is created, brand management dissertation.
The design of the four studies followed a theory development process focusing on bibliometric critical literature review analysis Study 1exploratory analysis Study 2empirical analysis Study 3and experimental analysis Study 4.
Specifically, Study 1 critically analyzed service innovation academic studies published in the last decade in both hospitality and tourism and service management journals to get insights into future research directions. Study 2 analyzed brand management dissertation hospitality hotel customers engage in online brand community activities in terms of the benefits of the behaviors and the motivations for the engagement behaviors.
Study 3 developed a practical tool to measure customer engagement behaviors. Lastly, Study 4 investigated how hospitality online brand community members participate in idea brand management dissertation behaviors in terms of customer empowerment and social recognition.
Focusing on the open innovation, Study 2 analyzed hospitality customers' various engagement activities and contents created from the activities in an online hotel brand community. A conceptual framework of value co-creation via customer engagement behaviors was developed. Lastly, Study 4 found that customers are likely to share their service ideas with brand management dissertation practitioners when they enjoy doing so with the belief that their ideas can affect brand management decisions.
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Brand Management is vital from many aspects for any organization but the most important role is providing the differentiation to the brand from competitors and other products. The aim of Brand Management is to build a healthy relationship between the customer and the Doctor of Philosophy This thesis will focus on brand management within small and medium-sized enterprises (SMEs). SMEs are defined by the European Union () as companies with or less employees. A vast majority, about 99 percent, of all enterprises within the European Union are SMEs. Brand management, or branding that it is commonly referred to, is the way
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