Show simple item record

dc.contributor.authorTaiminen, Kimmo
dc.contributor.authorRanaweera, Chatura
dc.date.accessioned2020-01-17T09:21:09Z
dc.date.available2020-01-17T09:21:09Z
dc.date.issued2019
dc.identifier.citationTaiminen, K., & Ranaweera, C. (2019). Fostering brand engagement and value-laden trusted B2B relationships through digital content marketing : The role of brand’s helpfulness. <i>European Journal of Marketing</i>, <i>53</i>(9), 1759-1781. <a href="https://doi.org/10.1108/EJM-10-2017-0794" target="_blank">https://doi.org/10.1108/EJM-10-2017-0794</a>
dc.identifier.otherCONVID_28942124
dc.identifier.otherTUTKAID_80790
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/67350
dc.description.abstractPurpose The purpose of this paper is to explore how digital content marketing (DCM) users can be engaged with business-to-business (B2B) brands and determine how such engagement leads to value-laden trusted brand relationships. Design/methodology/approach Through an online survey, data were collected from the email marketing list of a large B2B brand, and the hypothesised research model was analysed using covariance-based structural equation modelling. Findings This paper identifies a bundle of helpful brand actions – providing relevant topics and ideas; approaching content with a problem solving orientation; as well as investing in efforts to interpret, analyse and explain topics through DCM – to foster relationship value perceptions and brand trust. Critically however, cognitive-emotional brand engagement is shown to be a necessary requirement for converting these actions into relationship value perceptions. Research limitations/implications This paper furthers the understanding of the dual role of helpful brand actions in functionally oriented DCM. Additionally, this paper offers evidence of the central role of cognitive-emotional brand engagement in influencing value-laden customer–brand relationships. Practical implications This paper introduces a bundle of helpful brand actions that forms the basis for the dual roles of a brand in enhancing customer value and in fostering brand engagement and building relationships. This approach helps practitioners to steer brand-related perceptions arising from DCM interactions towards building trusted brand relationships. Originality/value This paper contributes to the marketing literature by revealing a potential approach to DCM in managing customer relationships. Instead of focusing solely on the content benefit-usage link to support engagement, this paper reveals the potential of helpfulness as a brand-initiated DCM engagement trigger in engaging customers with the brand, vis-à-vis the content.fi
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherEmerald Publishing Limited
dc.relation.ispartofseriesEuropean Journal of Marketing
dc.rightsIn Copyright
dc.subject.othercustomer engagement
dc.subject.otherbrand trust
dc.subject.othercontent marketing
dc.titleFostering brand engagement and value-laden trusted B2B relationships through digital content marketing : The role of brand’s helpfulness
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-202001081108
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineBasic or discovery scholarshipfi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineBasic or discovery scholarshipen
dc.contributor.oppiaineMarketingen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.date.updated2020-01-08T16:15:25Z
dc.description.reviewstatuspeerReviewed
dc.format.pagerange1759-1781
dc.relation.issn0309-0566
dc.relation.numberinseries9
dc.relation.volume53
dc.type.versionacceptedVersion
dc.rights.copyright© 2019 Emerald Publishing Limited
dc.rights.accesslevelopenAccessfi
dc.subject.ysosuhdemarkkinointi
dc.subject.ysoyritysmarkkinointi
dc.subject.ysodigitaalinen markkinointi
dc.subject.ysoasiakkuudenhallinta
dc.subject.ysobrändit
dc.subject.ysoluottamus
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p14047
jyx.subject.urihttp://www.yso.fi/onto/yso/p12743
jyx.subject.urihttp://www.yso.fi/onto/yso/p23942
jyx.subject.urihttp://www.yso.fi/onto/yso/p8530
jyx.subject.urihttp://www.yso.fi/onto/yso/p23851
jyx.subject.urihttp://www.yso.fi/onto/yso/p1725
dc.rights.urlhttp://rightsstatements.org/page/InC/1.0/?language=en
dc.relation.doi10.1108/EJM-10-2017-0794


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record

In Copyright
Except where otherwise noted, this item's license is described as In Copyright