What is it about?
This paper seeks to understand why consumers and brands are interesting in engaging with each other to create value. This term, called co-creation, happens when multiple parties join forces for mutual benefit. We know that consumers and brands often enter these types of relationships and now we know why.
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Perspectives
This is the first paper in my dissertation which focuses on co-creation of brand. Future research (papers 2 and 3 of my dissertation) will build on the proposed model in this paper, and further explore the motivations that consumers have to engage in co-creation, and if co-creating with a brand has more positive or negative outcomes.
Eric Kennedy
University of North Texas
Read the Original
This page is a summary of: Co-creation of brand identities: consumer and industry influence and motivations, Journal of Consumer Marketing, August 2016, Emerald,
DOI: 10.1108/jcm-07-2015-1500.
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