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.
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.
Lia Zarantonello, IESEG School of Management, France
Michael Merz, San Jose State Universtiy, USA
AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012
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