Building Brand Love Through Co-creation

2Citations
Citations of this article
6Readers
Mendeley users who have this article in their library.

This article is free to access.

Abstract

The last few years, the concept of co-creation emerges as central for both academia and industry (Pongsakornrungsilp and Schroeder 2011). Despite the undeniable importance of this topic, the investigation of co-creation’s role in building strong brands in the literature is limited. More precisely although there is some research investigating the role of co-creation in branding issues (e.g. Payne et al. 2009; Tynan et al. 2010; Bello et al. 2007), the impact of co-creation on consumer’s love for a brand remains unexplored. This conceptual paper is a first effort to build the theoretical grounds for the relationship between co-creation and brand love. More specifically, we examine how co-creation affects various dimensions of brand love, as they have been conceptualized by Batra et al. (2012). At the same time, we provide some first theoretical insights on how co-creation can indirectly positively influence brand love through other constructs such as product quality and brand personality.

Cite

CITATION STYLE

APA

Liapati, G., Skourtis, G., Assiouras, I., & Paparoidamis, N. G. (2016). Building Brand Love Through Co-creation. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 515). Springer Nature. https://doi.org/10.1007/978-3-319-19428-8_129

Register to see more suggestions

Mendeley helps you to discover research relevant for your work.

Already have an account?

Save time finding and organizing research with Mendeley

Sign up for free