The Growing Complexity of COBRAs: A Systematic Review

    Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

    Abstract

    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.

    Original languageEnglish
    Title of host publicationMarketing Solutions to the Challenges of a VUCA Environment - Proceedings of the 2023 GMA-GAMMA Joint Symposium, 2023
    EditorsAnna Zarkada
    PublisherSpringer Nature
    Pages103-122
    Number of pages20
    ISBN (Print)9783031584282
    DOIs
    Publication statusPublished - 2024
    EventGreek Marketing Academy and the Global Alliance of Marketing and Management Associations Joint Symposium, GMA-GAMMA 2023 - Seoul, Korea, Republic of
    Duration: 20 Jul 202323 Jul 2023

    Publication series

    NameSpringer Proceedings in Business and Economics
    ISSN (Print)2198-7246
    ISSN (Electronic)2198-7254

    Conference

    ConferenceGreek Marketing Academy and the Global Alliance of Marketing and Management Associations Joint Symposium, GMA-GAMMA 2023
    Country/TerritoryKorea, Republic of
    CitySeoul
    Period20/07/2323/07/23

    Keywords

    • COBRAs
    • Consumers’ online brand-related activities
    • Systematic literature review

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