Value Creation through Relationship Marketing and Network Position: Two Essays
| Autor: | Chia-Wen Chang, 張嘉雯 |
|---|---|
| Rok vydání: | 2007 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 95 In view of the increasing importance of relationship marketing and network position in marketing research, the broad objective of the paper, therefore, is to examine the roles of close relationships and network centrality in value creation. In the first part, we explore business-to-business relationships and their effects on value creation. Drawing from the literature on transaction cost economics (TCE), social exchange theory and embeddedness theory, this study has developed a comprehensive model that explains driving forces and incremental innovation generation in the supplier-manufacturer relationship. This study also investigates the effects of network centrality on incremental innovation. In the second part, we explore customer-customer-brand relationships and their effects on brand- and customer-related values. A brand community consists of the relationships between and across the brand and consumers (Muniz & O''Guinn, 2001), that are rooted in the customers’ identification (Bhattacharya & Sen, 2003; Ahuvia, Iacobucci, & Thompson, 2005). Specifically, we consider how and why such identification-based relationships which have values to all the participants. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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