Antecedents of Customer Perceived Brand Innovativeness in Online Brand Communities

Abdelhameed, Karam A.M. (2018) Antecedents of Customer Perceived Brand Innovativeness in Online Brand Communities. PhD thesis, University of Gloucestershire.

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Abstract

A brand’s capability to innovate is one of the most critical sources of creating it’s own competitive advantages. Many brands have recognized the more advanced uses of their online brand communities through the involvement of their customers in the innovation process. Focusing on measuring customer perception of brand innovativeness provides a significant indicator of their brand’s level of innovativeness compared to other brands. This thesis explores and examines the key antecedents of customer perceived brand innovativeness in the context of online brand communities. The research adopts an exploratory sequential mixed methods research design, including two stages of data collection and analysis. In the first stage, an exploratory study is conducted to refine the initial conceptual framework. In the second stage, structural equation modelling (SEM) via Amos is used to assess the reliability and validity of the measurement model, and to test the research hypotheses of the structural model. Based on the empirical analysis, the research reveals that customer use of online brand communities has the strongest direct effect on customer perceived brand innovativeness, followed by customer perceived value of online brand communities; whilst customer engagement with online brand communities has no direct effect on customer perceived brand innovativeness, and has only an indirect effect on customer perceived brand innovativeness through the full mediating role of customer perceived value. Additionally, whilst customer engagement has a significant direct effect on customer perceived value, customer use has no effect, unless there is a mediating role of customer engagement. This study makes a contribution to knowledge by assisting marketing managers in improving customer perception of brand innovativeness and to understand how customers perceive their brand as being innovative; through considering their use, engagement, and perceived value of online brand communities.

Item Type: Thesis (PhD)
Thesis Advisors:
Thesis AdvisorEmailURL
Warr, Richardrwarr@glos.ac.ukhttp://www.glos.ac.uk/academic-schools/business-and-technology/staff-profiles/pages/s2113069-richard-warr.aspx
Abu-Eish, EhabUNSPECIFIEDUNSPECIFIED
ElSharnoby, MohamedUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Social media/online brand communities; Customer perceived brand innovativeness; Customer innovativeness; Customer use of online brand communities, customer engagement with online brand communities; Customer perceived value of online brand communities
Divisions: Schools and Research Institutes > School of Business and Technology > Business, Entrepreneurship and Financial Management
Depositing User: Susan Turner
Date Deposited: 24 May 2019 15:23
Last Modified: 24 May 2019 15:23
URI: http://eprints.glos.ac.uk/id/eprint/6873

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