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

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Exploring Services Science (IESS 2015)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 201))

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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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Author information

Authors and Affiliations

  1. Department of Marketing, Oulu Business School/University of Oulu, Oulu, Finland

    Mari Juntunen & Jouni Juntunen

Authors
  1. Mari Juntunen
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  2. Jouni Juntunen
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Corresponding author

Correspondence to Mari Juntunen .

Editor information

Editors and Affiliations

  1. University of Porto, Porto, Portugal

    Henriqueta Nóvoa

  2. Politehnica University of Bucharest, Bucharest, Romania

    Monica Drăgoicea

Appendix 1: Latent Variables and Their Operational Measures (Further Developed from Davis, Golicic, and Marquardt [28])

Appendix 1: Latent Variables and Their Operational Measures (Further Developed from Davis, Golicic, and Marquardt [28])

Model/factor

Operational measures in the questionnaire

Label

Community A: recruits as respondents

A1/MBA

The name of the military driving school is well known among recruits

MBA1

The military driving school is recognized as a competent provider of driver training

MBA2

In comparison to other driving schools, the military driving school is the leading brand in the industry

MBA3

A1/PBE

I am willing to work irregularly in order to work in the transport industry

PBE1

The transport industry brand is different from that of other industries

PBE2

The name of the transport industry gives them an advantage over other industries

PBE3

A2/PBI

The transport industry is known as a work provider that takes good care of its workers

PBI1

We can reliably predict how the transport industry will perform

PBI2

In comparison to other industries, the transport industry is known to consistently deliver very high quality

PBI3

In comparison to other industries, the transport industry is highly respected

PBI4

The transport industry is highly respected

PBI5

A2/MBE

I am willing to serve a longer military service in order to co-operate with the military driving school

MBE1

The military driving school’s brand is different from that of other driving schools

MBE2

The name of the military driving school gives them an advantage over other driving schools

MBE3

Community B: LSPs as respondents

B1/PBA

The name of the military driving school is well known in our industry

PBA1

The military driving school is recognized as a competent provider of driver training

PBA2

In comparison to other driving schools, the military driving school is the leading brand in the industry

PBA3

B1/MBE

We are willing to give more time to our workers to serve a longer military service in order to co-operate with the military driving school

MBE1

The military driving school’s brand is different from that of other driving schools

MBE2

The name of the military driving school gives them an advantage over other driving schools

MBE3

B2/MBI

The military driving school is known as a driver training provider that takes good care of its students

MBI1

We can reliably predict how the military driving school will perform

MBI2

In comparison to other driving schools, the military driving school is known to consistently deliver very high quality

MBI3

In comparison to other driving schools, the military driving school is highly respected

MBI4

The military driving school is highly respected

MBI5

B2/PBE

I am willing to work irregularly in order to work in the transport industry

PBE1

The transport industry brand is different from that of other industries

PBE2

The name of the transport industry gives them an advantage over other industries

PBE3

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Juntunen, M., Juntunen, J. (2015). Verifying the Image-Dominant (ID) Logic Through Value Cross-Creation Between Social and Imagined Communities. In: Nóvoa, H., Drăgoicea, M. (eds) Exploring Services Science. IESS 2015. Lecture Notes in Business Information Processing, vol 201. Springer, Cham. https://doi.org/10.1007/978-3-319-14980-6_12

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  • DOI: https://doi.org/10.1007/978-3-319-14980-6_12

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-14979-0

  • Online ISBN: 978-3-319-14980-6

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