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Cited by 274

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

Hsieh, Sara H., Chang, Aihwa·2016·Journal of Interactive Marketing
DOI 10.1016/j.intmar.2015.10.001
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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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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
DOI
10.1016/j.intmar.2015.10.001
OpenAlex
W2253069259
Cited by
274
References
21
FWCI
36.18
Type
journal article
Language
en
Open access
closed

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

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.