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  • Customer brand co-creation: a conceptual model

    Author(s)
    France, Cassandra
    Merrilees, Bill
    Miller, Dale
    Griffith University Author(s)
    Miller, Dale
    Merrilees, Bill J.
    France, Cassandra
    Year published
    2015
    Metadata
    Show full item record
    Abstract
    Purpose – The purpose of this paper is to develop conceptual understanding in the area of customer brand co-creation. The research considers the factors influencing customers to co-create and the impacts of customer co-creation on the brand. Design/methodology/approach – Theoretical development is progressed through conceptualisation of a series of research propositions which consider the antecedents and consequences of brand co-creation. Conceptualisation entails analysing and synthesising previous studies and reasoning new relationships between relevant concepts. Customer brand co-creation theory is improved by ...
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    Purpose – The purpose of this paper is to develop conceptual understanding in the area of customer brand co-creation. The research considers the factors influencing customers to co-create and the impacts of customer co-creation on the brand. Design/methodology/approach – Theoretical development is progressed through conceptualisation of a series of research propositions which consider the antecedents and consequences of brand co-creation. Conceptualisation entails analysing and synthesising previous studies and reasoning new relationships between relevant concepts. Customer brand co-creation theory is improved by operationalizing the concept in a theoretical model. Findings: – The Customer Brand Co-creation Model expresses the influence of brand engagement, self-congruity and involvement as antecedents to brand co-creation. Further, the model identifies the moderating effect of brand interactivity and brand communities. Finally, the model actualises the impact of brand co-creation upon brand value and brand knowledge. Research limitations/implications: – The conceptual paper explores an emerging area of research interest. The study provides a level of clarity by defining the brand co-creation construct and developing several research propositions and a conceptual model for advancing knowledge of co-creation. Practical implications: – The research provides new insight for brand managers who may be investing in co-creation programs and exposing their brand, but without understanding the impact of customer brand co-creation. Conceptual development of theory provides initial insight for practitioners and explores outcomes of co-creation. Originality/value: – This work brings together disparate but highly relevant branding theories to progress the co-creation literature and improve understanding of the influence of co-creation upon the brand and customer.
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    Journal Title
    Marketing Intelligence & Planning
    Volume
    33
    Issue
    6
    DOI
    https://doi.org/10.1108/MIP-06-2014-0105
    Subject
    Marketing
    Marketing management (incl. strategy and customer relations)
    Publication URI
    http://hdl.handle.net/10072/126766
    Collection
    • Journal articles

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