The DOI matches its Crossref record; 21 of the 21 references it cites were found in a registry or an index.
The Psychological Mechanism of Brand Co-creation Engagement
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.
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Hollebeek, L. D., & Macky, K. (2019) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2018.07.003 · Cited by 978
Enhancing user engagement: The role of gamification in mobile apps
Bitrián, P., Buil, I., & Catalán, S. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2021.04.028 · Cited by 442
How may I help you? Driving brand engagement through the warmth of an initial chatbot message
Kull, A. J., Romero, M., & Monahan, L. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2021.03.005 · Cited by 237
Employees’ prosocial behavioral intentions through empowerment in CSR decision-making
Tao, W., Song, B., Ferguson, M. A., & Kochhar, S. (2018) · Public Relations Review · doi:10.1016/j.pubrev.2018.07.002 · Cited by 89
Gilal, F. G., Zhang, J., Gilal, N. G., & Gilal, R. G. (2019) · Journal of Consumer Behaviour · doi:10.1002/cb.1744 · Cited by 70
Metadata
- Authors
- Hsieh, S. H., & Chang, A.
- Venue
- Journal of Interactive Marketing
- Publisher
- SAGE Publications
- Published
- 2016-02
- Volume
- 33
- Issue
- 1
- Pages
- 13-26
- ISSN
- 1094-9968 (ISSN-L)
- 1520-6653
- OpenAlex
- W2253069259
- Cited by
- 274
- References
- 21
- FWCI
- 36.18
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
