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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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The construction and controlling effect of a moral brand [PDF]
, 2015 Journal ArticleNOTICE: this is the author’s version of a work that was accepted for publication in Scandinavian Journal of Management. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and ...
Jeanes, Emma
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Customer Disposition to Value Co-Creation Activities. The Case of the Clothing Industry
Journal of Management and Business Administration, Central Europe, 2018 Purpose: The willingness of consumers to engage in co-creation activities is affected by multiple factors, including intrinsic motivation, firm-level factors, and expected outcomes of the participation in co-creation process.
Olga Kolomiiets +2 more
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User Engagement with Brand and Value Co-creation in Media Platforms [PDF]
مدیریت بازرگانی, 2022 Objective Research into customer engagement with the brand is on the rise, but so far little empirical work has been done on user engagement with the brand on media platforms.
Asadollah Bahagir +2 more
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El reto de vincular reputación online de destinos turísticos con competitividad [PDF]
, 2019 The aim of this study is to evidence how 2.0 conversations in social media impact the reputation of destinations. Additionally, the influence of co-creation practices is analysed.
Correia, Marisol B. +2 more
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Cogent Business & Management, 2022 Value co-creation has become an essential strategy in business that encourages customer involvement in creating products that meet customer demands and have superior value.
Tantri Yanuar Rahmat Syah, Dora Olivia
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Value in the territorial brand: The case of champagne [PDF]
, 2013 Purpose– The aim of this study is to consider how key actors in a territorial brand view the creation of value, and how it is balanced between the territorial and individual brands – using champagne as a means of exploring this.Design/methodology ...
Charters, S. +3 more
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Culinary connections: The mediating role of customer brand co-creation behavior in gastronomic and revisit intentions [PDF]
Innovative MarketingThe increasing competition in the culinary tourism industry highlights the need for businesses to better understand customer behavior to encourage repeated visits.
Ni Made Purnami +4 more
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Destination website quality, users’ attitudes and the willingness to participate in online co-creation experiences [PDF]
, 2018 Purpose – An official destination website (ODW) is a key component for tourist’s decision-making processes. ODW acts as a direct channel where users may share experiences and opinions about previous or future travels.
Campo-Martínez, Sara +1 more
core +3 more sources
Place Brand Co-Creation through Storytelling: Benefits, Risks and Preconditions
Tourism and Hospitality, 2021 Co-creation in place branding is used as an umbrella term for the complex brand meaning emerging through stakeholders’ participation in place activities, their contribution, collaborations and interchange of ideas and resources.
Ioana S. Stoica +3 more
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