Why Are Some Brand Co-Creation Activities More Effective Than Others?: the Effects of Brand Knowledge Potential and Self-Brand Connection on Brand Engagement Intentions

Heather Johnson Dretsch, North Carolina State University, USA
Amna Kirmani, University of Maryland, USA
We explore conditions under which interactive brand co-creation activities affect subsequent brand engagement. Results from three studies using real brand co-creation campaigns provide support for the proposition that when highly connected (i.e., loyal) consumers co-create the brand through activities that enable them to generate personal brand knowledge, brand engagement behaviors increase.
[ to cite ]:
Heather Johnson Dretsch and Amna Kirmani (2014) ,"Why Are Some Brand Co-Creation Activities More Effective Than Others?: the Effects of Brand Knowledge Potential and Self-Brand Connection on Brand Engagement Intentions ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 535-536.