The multi-layered nature of the internet-based democratization of brand management ☆

a b s t r a c t a r t i c l e i n f o The evolution of the internet, including developments such as Web 2.0, has led to new relationship realities between organizations and their stakeholders. One manifestation of these complex new realities has been the emergence of an internet-based democratization of brand management. Research about this phenomenon has so far mainly focused on investigating just one or more individual themes and thereby disregarded the inherent multi-layered nature of the internet-based democratization of brand management as a holistic, socio-technological phenomenon. The aim of this paper is to address this limitation through an investigation of the various socio-technological democratization developments of the phenomenon. To achieve this aim, a balanced and stakeholder-oriented perspective on brand management has been adopted to conduct an integrative literature review. The review reveals three key developments, which together form the essential parts of the phenomenon: (I) the democratization of internet technology, (II) the democratization of information, and (III) the democratization of social capital. The insights gained help to clarify the basic structures of the multi-layered phenomenon. The findings contribute also to the substantiation of a call for a new brand management paradigm: one that takes not only company-initiated but also stakeholder-initiated brand management activities into account

The multi-layered nature of the internet-based democratization of brand management

The evolution of the internet, including developments such as Web 2.0, has led to new relationship realities between organizations and their stakeholders. One manifestation of these complex new realities has been the emergence of an internet-based democratization of brand management. Research about this phenomenon has so far mainly focused on investigating just one or more individual themes and thereby disregarded the inherent multi-layered nature of the internet-based democratization of brand management as a holistic, socio-technological phenomenon. The aim of this paper is to address this limitation through an investigation of the various socio-technological democratization developments of the phenomenon. To achieve this aim, a balanced and stakeholder-oriented perspective on brand management has been adopted to conduct an integrative literature review. The review reveals three key developments, which together form the essential parts of the phenomenon: (I) the democratization of internet technology, (II) the democratization of information, and (III) the democratization of social capital. The insights gained help to clarify the basic structures of the multi-layered phenomenon. The findings contribute also to the substantiation of a call for a new brand management paradigm: one that takes not only company-initiated but also stakeholder-initiated brand management activities into accoun

Perceived risk and Chinese consumers’ Internet banking services adoption

Purpose – The purpose of this paper is to identify risk factors that discourage Chinese consumers from adopting internet banking services (IBS). This market is experiencing fast growth; however, an in‐depth understanding of Chinese consumers within this is lacking. Perceived risk is a key construct in Western consumer decision making, whereas whether this is true in China's IBS market is rarely researched. An exploration of this dynamic market is therefore critical to develop theoretical and practical implications. Design/methodology/approach – To maximise the comparability with existing Western findings, the current research adopts a quantitative approach to measure Chinese consumers' risk perception. However, as the existing literature provides limited guidelines associated with the current context, exploratory research was conducted to establish a general understanding and to identify additional elements of this particular market. A detailed instrument was developed and examined Chinese consumers' risk perception in depth. Primary data were collected by self‐administered questionnaires containing 504 respondents from southern China. Exploratory factor analysis is employed to identify critical risk factors. Findings – Results indicate that the concept of perceived risk has merit in explaining Chinese consumers' decisions on whether to use IBS. Results clearly reveal that the significant risk barriers identified are influenced by culture and do not simply follow predominant Western patterns. Suggestions for banks are developed in an attempt to overcome these risk barriers. Originality/value – The current research adds value to the existing literature in that findings reinforce the need to (re)examine Western theories from a more critical perspective. This also leads to a discussion addressing further areas for open debate and research