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2015 | OriginalPaper | Buchkapitel

Verifying the Image-Dominant (ID) Logic Through Value Cross-Creation Between Social and Imagined Communities

verfasst von : Mari Juntunen, Jouni Juntunen

Erschienen in: Exploring Services Science

Verlag: Springer International Publishing

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Abstract

This article focuses on examining the existence and impacts of the image-dominant (ID) logic at collective level. The purpose is to test whether social and imagined communities can create value for each other, in other words, can value actively be cross-created between communities. The data was gathered in a service industry from two closely related social communities (SC) (\({\rm N}=264\;\text{and}\;{\rm N}=460\)) where each SC represents the other respondents’ imagined community (IC). Structural equation modeling (SEM) is used for analyses. The identical SEMs from both data sets indicate that value can be cross-created between communities: collective awareness among individuals’ SC members is discovered to create value to another SC; and the collective image of the other community among individuals’ SC members is revealed to create value for their own SC. The contributions produced by the article are the introduction and verification of the concepts image-dominant logic and value cross-creation.

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Titel: Verifying the Image-Dominant (ID) Logic Through Value Cross-Creation Between Social and Imagined Communities
verfasst von: Mari Juntunen
Jouni Juntunen
Verlag: Springer International Publishing
Buch: Exploring Services Science
Print ISBN: 978-3-319-14979-0

Electronic ISBN: 978-3-319-14980-6

Copyright-Jahr: 2015
DOI: https://doi.org/10.1007/978-3-319-14980-6_12

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