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作者 Bogoviyeva, Elmira
書名 Brand development: The effects of customer brand co-creation on self-brand connection
國際標準書號 9781109498677
book jacket
說明 153 p
附註 Source: Dissertation Abstracts International, Volume: 70-11, Section: A, page:
Adviser: Charles H. Noble
Thesis (Ph.D.)--The University of Mississippi, 2009
Although the benefits and outcomes of value co-creation have been discussed in the academic literature before, scholars primarily concentrated on customer involvement in service co-production and new product development. Brand co-creation is explored as an innovative way for consumers to experience brands and a unique and invaluable strategy for companies to develop brand identity and image. The first study examines how customer involvement in brand co-creation and self-construal impact on self-brand connection through the lenses of Social Exchange Theory. The second study employs Self-Determination Theory (Deci and Ryan 1985) to understand how the type of reward (internal vs. external) and the likelihood of being rewarded for customer brand co-creation (low vs. high) influences self-brand connection. The results demonstrate the importance of customer co-creation in brand development. The first study also confirms empirically that participation of customers in brand co-creation leads to an increased self-brand connection. In confirmation of self-determination theory, customers who are encouraged to participate in the brand co-creation activity by referring to self-development, report higher self-brand connection than individuals offered external reward
School code: 0131
Host Item Dissertation Abstracts International 70-11A
主題 Business Administration, Marketing
0338
Alt Author The University of Mississippi
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