Customer Disposition to Value Co-Creation Activities. The Case of the Clothing Industry
Journal Title: Journal of Management and Business Administration. Central Europe - Year 2018, Vol 26, Issue 3
Abstract
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. However, the final decision of customer engagement in co-creation is determined by the level of brand attachment and love experienced by customers, product category, and the type of needs satisfied with the object of co-creation. The current research proposes a holistic view of the abovementioned factors and variables by exploring their relationships and mutual influence.<br/><br/>Methodology: This study analyzes the results of qualitative research on the dynamics between positive client attitude toward a brand and the willingness to engage in co-creation activities.<br/><br/>Results/Findings: The study reveals that the willingness to engage in co-creation activities is strongly related to the level of brand attachment except for when people conduct such activities to experience the process itself. The level of customer satisfaction from participation in co-creation processes influences their future sense of brand love and attachment. Moreover, the way and strength of customer engagement in co-creative projects are affected by the product category. The authors especially stress the importance of a strategic approach toward designing and implementing co-creation projects and the key role of appropriate communication with participants.<br/><br/>
Authors and Affiliations
Olga Kolomiiets, Magdalena Krzyżanowska, Grzegorz Mazurek
Keywords
Related Articles
- EP ID EP399502
- DOI 10.7206/jmba.ce.2450-7814.234
- Views 171
- Downloads 0
The Contribution of Islamic Banking to Indonesia’s Economic Growth: The Evidence from the Vector Error Correction and Variance Decomposition Methods
Purpose: The aim of this study is to empirically understand whether Islamic banks have a positive relationship to economic growth in Indonesia. Methodology: This study examines the causal relationship amongst several sel...
Reakcja państwa na kryzys gospodarczy – podstawowe dylematy
Celem artykułu jest analiza reakcji polityki gospodarczej na kryzys finansowy z lat 2008–2010 z punktu widzenia skuteczności podjętych interwencji i ich kosztów. Można mieć zasadnicze wątpliwości co do tego, czy działani...
In Search of Ecological Norms in Brand Personality Diagnostics
Purpose: The aim of this study is to determine a structure of brand personality at an ecological level and to develop norms for positioning a particular brand in relation to other brands by means of brand personality sca...
Podejście wewnętrznych ratingów ryzyka w NUK a procykliczność działalności kredytowej
Content of Disclosures Concerning Control over Financial Reporting: The Perspective of Polish Listed Companies
Purpose: The aim of this study was to identify the content of disclosures presented by public companies listed on the Warsaw Stock Exchange on the internal control and risk management systems in relation to financial rep...