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Building brand love : a dynamic capabilities approach

  • This paper investigates the impact of dynamic capabilities (DC) on brand love. From a resource-based view, there is little clarity vis-à-vis the specific capabilities that drive the ability to create brand love. This paper focuses on three research questions: Firstly, which dynamic capabilities are relevant for brand love? Secondly, how strong is the impact of certain dynamic capabilities on brand love? Thirdly, which conditions mediate and moderate the impact of specific dynamic capabilities on brand love? Data from a multi-method research approach have been used to itentify the specific capabilities that corporations need, to enhance brand love. Furthermore, a standardized online survey was conducted on marketing executives and evaluated by structural equation modeling. The results indicate, that customer expertise plays a major role in the relationship between dynamic capabilities and brand love. Furthermore, this relationship is more important in markets that have a low competitive differentiation in products and services.

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Metadaten
Author of HS ReutlingenRossmann, Alexander; Wilke, Tim
URN:urn:nbn:de:bsz:rt2-opus4-14255
Handle:https://dl.gi.de/handle/20.500.12116/111
ISBN:978-3-88579-666-4
Erschienen in:Digital Enterprise Computing (DEC 2017) : July 11 - 12, 2017, Böblingen, Germany. - (Lecture notes in informatics (LNI) - proceedings ; volume P-272)
Publisher:Gesellschaft für Informatik
Place of publication:Bonn
Editor:Alexander RossmannORCiD
Document Type:Conference Proceeding
Language:English
Year of Publication:2017
Tag:brand love; brand management; customer expertise; dynamic capabilities
Page Number:12
First Page:135
Last Page:146
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:004 Informatik
Open Access?:Ja
Licence (German):License Logo  Open Access