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.
| Author of HS Reutlingen | Rossmann, 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 |
| Publication year: | 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): |  Open Access |
