The Impact of Brand Concept and Task Design in Co-Creation: the Role of Processing Fluency
Drawing from construal level theory and processing fluency theory, our findings contributes to reveal interaction effect between brand concept and co-creation task characteristics works through processing fluency to affect consumer experience. Results show that for value brand co-creation, analytical task as opposed to creative task fosters higher level of processing fluency, which leads to stronger co-creation process satisfaction and brand loyalty intention.
Citation:
Sara Hsieh and Aihwa Chang (2015) ,"The Impact of Brand Concept and Task Design in Co-Creation: the Role of Processing Fluency", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 321-321.
Authors
Sara Hsieh, National Chengchi University, Taiwan
Aihwa Chang, National Chengchi University, Taiwan
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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