...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Marketing intelligence & planning >Customer brand co-creation behavior: conceptualization and empirical validation
【24h】

Customer brand co-creation behavior: conceptualization and empirical validation

机译：客户品牌共创行为：概念化和经验验证

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

PurposenThe purpose of this paper is to expand on existing co-creation knowledge in order to accurately conceptualize, operationalize and contextualize the customer brand co-creation behavior concept from a customer perspective.nDesign/methodology/approachnA quantitative approach is adopted in this study, using structural equation modeling to verify the co-creation of brand value for those customers who co-create.nFindingsnA new four-dimensional co-creation behavior concept is supported, highlighting the role of development, feedback, advocacy and helping, in the co-creation of brand value. Furthermore, a range of customer-level and brand-level antecedents are empirically verified.nResearch limitations/implicationsnThe research takes a customer-centric view of co-creation and in doing so provides new insight into the effect on the co-creator. Additionally, the research offers an improved level of specificity in the co-creation domain by conceptualizing, operationalizing and contextualizing customer co-creation in a comprehensive research study.nPractical implicationsnThe findings offer new insight to brand managers, identifying avenues for increasing customer participation in co-creation programs and critically highlighting that co-creation behavior has positive effects on the co-creators perception of brand value.nOriginality/valuenThe customer-centric approach offers an original perspective from which to explore co-creation, demonstrating the positive potential of co-creation in brand management strategies.
机译：目的n本文的目的是扩展现有的共创知识，以便从客户的角度准确地概念化，操作化和上下文化客户品牌共创行为概念。n设计/方法/方法本研究采用定量方法结构方程模型，以验证共同创造客户的品牌价值。nFindingsn支持新的四维共同创造行为概念，突出了发展，反馈，倡导和帮助在共同创造中的作用品牌价值。此外，还通过经验验证了一系列客户级别和品牌级别的前提条件。n研究局限性/含义n该研究采用以客户为中心的共同创造观点，从而对共同创造者的影响提供了新见解。此外，该研究通过在综合研究中对客户共同创造进行概念化，操作化和背景化，从而在共同创造领域提供了更高水平的特异性。n实际意义n该发现为品牌经理提供了新见解，为增加客户参与共同创造提供了途径-创造计划，并批判性地强调了共同创造行为对共同创造者对品牌价值的感知具有积极影响。n原创性/价值n以客户为中心的方法为探索共同创造提供了一个原始视角，证明了共同创造的积极潜力品牌管理策略中的创新。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号