PhD Research Student
Title of Research:
A New Understanding of Brand Development through Social-Actor Engagement
Master of Science, Texas A & M University, PMP, PhD Candidate
PhD start date: July 2010
Supervisors: Dr Sergio Biggemann and Associate Professor David Ballantyne
Recent years have seen a growing scholarly call for a new conceptualization of brand development as an interactive, co-creative and network-based process, in which customers adopt more active roles. These active roles are posed as different from those previously envisioned by services and relationship marketing scholars, which were more often contextualized in a dyadic and organizationally-biased way (e.g. service encounters, customer-brand touchpoints). Rather, increasingly, a different set of participative and collaborative roles are indicated and typified by the notion of engagement. However, there is much theoretical ambiguity surrounding engagement, and a limited empirical understanding of the process of brand development in which engagement is becoming a central notion. With my PhD research I aim to fill these knowledge gaps.
Marketing and Brand Strategy, Marketing Communication, Social Media/Digital Marketing, Engagement, Big Data and Brand Co-creation
Yuksel, K., Ballantyne, D., & Biggemann, S. (2016). Brand co-creation through social-actor engagement. In R. J. Brodie, L. D. Hollebeek, & J. Conduit (Eds.), Customer engagement: Contemporary issues and challenges. Abingdon, UK: Routledge.
Yuksel, K., Biggemann, S., Sheth, A., & Brunn, J. (2016). Using social media data to understand brand development. Proceedings of the Marketing Edge Direct/Interactive Marketing Research Summit. Retrieved from: http://www.marketingedge.org/events/marketing-research summit/proceedings2016
Yuksel, K., McNeill, L., Robertson, K., & Hamlin, R. (2011). The four pillars of brand management. Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Conference. Retrieved from http://anzmac.info/conference/2011-proceedings/