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, 2017 The successful alignment of co-creative practices between brand communities and marketers promises many benefits, including stronger consumer brand relationships.
Bean, J., Rintamäki, J., Weijo, H.
core +2 more sources
Brand identity co-creation dilemma
ReMark - Revista Brasileira de Marketing, 2023 Objetivo: A co-criação é um tema com interesse crescente em branding, principalmente em relação à identidade de marca. Acadêmicos têm argumentado que a marca não é mais estável, permanente ou definida de maneira unilateral, mas deveria ser dinâmica e co-criada com diversos stakeholders.
Antonio Pedro Cruz Costa Alves +1 more
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Enhancing customer value co-creation through online brand interactivity: A comparative analysis of search-hedonic and experience-hedonic products [PDF]
Innovative MarketingThis study investigates how online brand interactivity fosters customer value co-creation, a collaborative process in which consumers actively contribute to co-creating value, by enhancing brand experiences at both individual and community levels ...
Rae Secioria +3 more
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Co-creation experiences in social media brand communities: Analyzing the main types of co-created experiences [PDF]
Spanish Journal of Marketing-ESIC, 2018 Purpose - This paper presents an in-depth investigation on how brands may concur to the co-creation of consumers’ experiences. In particular, the purpose of this paper is to clarify the main types of co-created experiences that consumers may encounter as
Riccardo Rialti +3 more
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Co-creation and the development of SME designer fashion enterprises [PDF]
, 2016 Purpose - The purpose of this paper is to examine the co-creation of SME designer fashion brands during internationalisation. Design/methodology/approach - As an exploratory study, this research utilises grounded theory methodology and incorporates ...
Anthony Kent +2 more
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Promoting university brand through student co-creation behaviors: the role of online brand posts [PDF]
Journal of Trade SciencePurpose – This study investigates the role of social media brand posts on customer response and whether said impacts foster engagement in brand co-creation behaviors, especially in the higher education sector.
Thanh-Thu Vo +2 more
doaj +1 more source
A latent approach in the fashion retailing context: segmenting co-creator users
Fashion and Textiles, 2023 Co-creation activities have shown dramatic development somewhat recently. The initial step of a productive co-creation technique originates from a comprehension of people’s practices inside of these websites.
Carlota Lorenzo-Romero +2 more
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Ironic festival brand co-creation
Journal of Business Research, 2020 Abstract This paper embraces the daring use of ironic humor in brand co-creation in festival branding. Innovative branding is an aspiration in the growing festival business. This study explores a unique case: a festival that applies ironic humor in its brand co-creation despite the risks involved.
Kati Suomi +2 more
openaire +1 more source
Consumer co-creation: an opportunity to humanise the new product development process [PDF]
, 2017 Based on findings from four in-depth case studies within global brand manufacturers in the fast moving consumer goods (fmcg) industry, this paper develops a framework for understanding the organisational processes that support consumer co-creation ...
Darler, William, Roberts, Deborah Lynn
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The Evolution of Corporate Co-Creation:
Maketingu Janaru, 2023 In recent years, an increasing number of companies have been utilizing co-creation with customers for product development. However, in many cases, this is a transitory process due to the time and effort required to commercialize products and manage the ...
Ryohei Yonemitsu, Hidehiko Nishikawa
doaj +1 more source