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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: https://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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