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It is a Win-Win Situation.: A quantitative study about the effects of perceived co-creation benefits on customer-based brand equity (CBBE).
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
It is a Win-Win Situation. : A quantitative study about the effects of perceived co-creation benefits on customer-based brand equity (CBBE). (English)
Abstract [en]

Background: Brand managers are always trying to find ways to increase brand profitability and creating a stronger competitive advantage. Part of the marketing activities implemented by brand managers is geared towards building brand equity. Managers have now recognized the importance of the customer in creating brand equity and therefore implement co-creation as a way of creating value together with the customer. Co-creation allows for the firm to bring the customer closer. Two dimensions of brand equity which are brand loyalty and brand experience were chosen for this study.

Purpose: The purpose of this study is to explain the effects of perceived co-creation benefits on brand loyalty and brand experience (CBBE).

Methodology: To meet the purpose, the study proposes an explanatory design with a quantitative approach. After reviewing relevant literature, three benefits were found important for the customers and in connection to the purpose of a researched model based on six hypotheses was developed. The empirical data was collected through a self-administered questionnaire which was distributed online with a total of 119 responses which were recorded and passed the qualification question whether they follow a brand on social media.

Findings: The authors found evidence that perceived co-creation benefits have an effect on CBBE. It was found that particularly hedonic benefits have a significant effect on brand loyalty. Another finding was that social integrative benefits also has an effect on brand experience.

Place, publisher, year, edition, pages
2019. , p. 79
Keywords [en]
co-creation, online co-creation, customer-based brand equity, brand loyalty, brand experience, customer participation
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:lnu:diva-85333OAI: oai:DiVA.org:lnu-85333DiVA, id: diva2:1324579
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
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Examiners
Available from: 2019-06-18 Created: 2019-06-13 Last updated: 2019-06-18Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
  • de-DE
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  • en-US
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  • nn-NB
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  • Other locale
More languages
Output format
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