政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/112587

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113656/144643 (79%)
Visitors : 51733458 Online Users : 593

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

政大典藏 > College of Commerce > Department of Business Administation > Books & Chapters in Books > Item 140.119/112587

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/112587

Title:	The Mediating Roles of Brand Engagement and Brand Psychological Ownership in Brand Co-creation
Authors:	張愛華 Chang, Aihwa Tseng, Timmy H. Tung, Pei-Ju
Contributors:	企業管理學系
Date:	2016
Issue Date:	2017-09-07 18:02:41 (UTC+8)
Abstract:	This study examines the psychological mechanism of brand co-creation effect from the perspective of interpersonal relations. We propose a theoretic model that depicts the influence of feedback valence of other people’s comments on consumers’ proposal of new product marketing plan in a brand co-creation project. We argue that brand psychological ownership and brand engagement mediate the relationships between feedback valence and behavioral intentions for the new products and the parent brand. Also, the moderating roles of co-creation task involvement and participating unit are examined. A between-subject experimental design was conducted. The results confirm our mediating hypotheses and indicate that the brand co-creation activities can be explained from the perspective of interpersonal relations. Also, the results indicate that the effect of feedback valence on brand engagement is salient when consumers have high task involvement and when they participate individually, not in a group.
Relation:	Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era, pp 283-296
Data Type:	book/chapter
DOI link:	https://doi.org/10.1007/978-3-319-11815-4_89
DOI:	10.1007/978-3-319-11815-4_89
Appears in Collections:	[Department of Business Administation] Books & Chapters in Books

Files in This Item:

File	Description	Size	Format
11815-4_89.pdf		379Kb	Adobe PDF2	394	View/Open

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

Loading...