The Growing Complexity of COBRAs: A Systematic Review

Naziyet Uzunboylu, Demetris Vrontis, Yioula Melanthiou () and Ioanna Papasolomou
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Naziyet Uzunboylu: University of Nicosia
Demetris Vrontis: University of Nicosia
Yioula Melanthiou: Cyprus University of Technology
Ioanna Papasolomou: University of Nicosia

A chapter in Marketing Solutions to the Challenges of a VUCA Environment, 2024, pp 103-122 from Springer

Abstract: 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.

Keywords: Consumers’ online brand-related activities; COBRAs; Systematic literature review (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-58429-9_7

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DOI: 10.1007/978-3-031-58429-9_7

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