, 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
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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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
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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Political brand identity: an examination of the complexities of Conservative brand and internal market engagement during the 2010 UK General Election campaign [PDF]
, 2014 This paper seeks to build an understanding of the importance of internal communications when building a strong political brand. Using Kapferer’s brand prism as a conceptual framework, the paper explores UK Conservative Party members’ attitudes towards ...
Adams S. +15 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
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Redefining brand hijacking from a non-collaborative brand co-creation perspective
, 2021 In the democratic digital environment, brand managers frequently deal with the unauthorized use of the brand by third parties. The phenomenon, known as brand hijacking, has been treated in different and sometimes conflicting ways in the academic and ...
Alfonso Siano +3 more
semanticscholar +1 more source
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
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Frontiers in Psychology, 2022 In recent years, there is the popular phenomenon of “grass planting” marketing. The value co-creation behavior of ordinary consumers KOC (key opinion consumer) in the online community is sometimes out of utilitarian intentions, which is deemed as plain ...
Yi Zhang, Yue Liu, Wenxia Tao
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