An Exploratory Study of the Dimensionality of Consumers’ Propensity to Co-Create Brand Value

The objective of this paper is to investigate consumers’ propensity to co-create brand value. The literature review revealed six dimensions for the co-creation construct—commitment/engagement, knowledge, motivation, creativity/self-expression, trust, and network. A qualitative study provided empirical support for these dimensions. Managerial implications and future research directions are discussed.



Citation:

Lia Zarantonello and Michael Merz (2012) ,"An Exploratory Study of the Dimensionality of Consumers’ Propensity to Co-Create Brand Value ", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 19-22.

Authors

Lia Zarantonello, IESEG School of Management, France
Michael Merz, San Jose State Universtiy, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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