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    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/96993
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/96993


    Title: The Psychological Mechanism of Brand Co-creation Engagement
    Authors: 張愛華
    Hsieh, Sara H.;Chang, Aihwa
    Contributors: 企管系
    Keywords: Brand co-creation;Engagement;Motivation;Brand relationship;Brand contest
    Date: 2016
    Issue Date: 2016-05-30 15:22:18 (UTC+8)
    Abstract: Co-creation for brand innovation is an intriguing and rapidly growing trend in the current competitive market. Past research emphasizes the economic gains of consumer co-creation, with limited research focusing on the psychological effects engendered in the process of consumer brand co-creation. Drawing from self-determination theory and implicit self-esteem theory, the present research proposes an integrative framework for synthesizing the perceived psychological benefits and distinctive motivations in the brand co-creation process. The results indicated that brand self–connection and three perceived benefits of brand co-creation tasks (autonomy, competence, and relatedness) facilitate consumer motivations to participate in brand co-creation campaigns. These motivations facilitate the establishment of brand co-creation engagement, which in turn leads to strengthened brand relationship behavior. This research exemplifies that a well designed brand co-creation contest is a potent means which can not only enhance consumer engagement with the co-creation contest, but also turn engaged consumers into intangible assets for brand innovation.
    Relation: Journal of Interactive Marketing, Vol.33, pp.13-26
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1016/j.intmar.2015.10.001
    DOI: 10.1016/j.intmar.2015.10.001
    Appears in Collections:[企業管理學系] 期刊論文

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