TY - GEN
T1 - The Growing Complexity of COBRAs
T2 - Greek Marketing Academy and the Global Alliance of Marketing and Management Associations Joint Symposium, GMA-GAMMA 2023
AU - Uzunboylu, Naziyet
AU - Vrontis, Demetris
AU - Melanthiou, Yioula
AU - Papasolomou, Ioanna
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.
PY - 2024
Y1 - 2024
N2 - Over the last decade, consumers’ online brand-related activities (COBRAs) have attracted the attention of researchers in relation to their motives or outcome for the brand. However, the corpus of literature on COBRAs still is at a nascent stage and has created new opportunities pertaining to knowledge development. Undoubtedly, in order to guide future research and further its development, there is a clear need for some structure through the mapping of the research terrain. Thus, a systematic review methodology was performed producing a top-quality pool of 35 papers that forge a robust understanding of this phenomenon. This research is the first study to perform a systematic review to examine the literature on COBRAs. Based on this, the findings contribute to theoretical knowledge, with extensive opportunities for generating novel theory and new forms of marketing practices.
AB - Over the last decade, consumers’ online brand-related activities (COBRAs) have attracted the attention of researchers in relation to their motives or outcome for the brand. However, the corpus of literature on COBRAs still is at a nascent stage and has created new opportunities pertaining to knowledge development. Undoubtedly, in order to guide future research and further its development, there is a clear need for some structure through the mapping of the research terrain. Thus, a systematic review methodology was performed producing a top-quality pool of 35 papers that forge a robust understanding of this phenomenon. This research is the first study to perform a systematic review to examine the literature on COBRAs. Based on this, the findings contribute to theoretical knowledge, with extensive opportunities for generating novel theory and new forms of marketing practices.
KW - COBRAs
KW - Consumers’ online brand-related activities
KW - Systematic literature review
UR - http://www.scopus.com/inward/record.url?scp=85200691979&partnerID=8YFLogxK
U2 - 10.1007/978-3-031-58429-9_7
DO - 10.1007/978-3-031-58429-9_7
M3 - Conference contribution
AN - SCOPUS:85200691979
SN - 9783031584282
T3 - Springer Proceedings in Business and Economics
SP - 103
EP - 122
BT - Marketing Solutions to the Challenges of a VUCA Environment - Proceedings of the 2023 GMA-GAMMA Joint Symposium, 2023
A2 - Zarkada, Anna
PB - Springer Nature
Y2 - 20 July 2023 through 23 July 2023
ER -