Influences of Co-creation on Brand Experience: The Role of Brand Engagement

The purpose of this article is to study the influence of customer co-creation participation on customers’ brand experience, brand satisfaction and brand loyalty.

Influences of co-creation on brand experience: the role of brand engagement

Herbjørn Nysveen

Norwegian School of Economics (NHH)

Per Egil Pedersen

Buskerud and Vestfold University College/Norwegian School of Economics (NHH)

Introduction

We are moving from a company-centric value creation to a more customer-centric value creation where customers interact with the company and co-create value (Prahalad & Ramaswamy 2004a; Roberts et al.2005; Vargo & Lusch 2008). In this customer-centric world, value co-creation, characterised by ‘joint creation of value by the company and the customer’ (Prahalad & Ramaswamy 2004b, p. 8), stands out as the critical mechanism for competitive advantage. Thus, co-creation...

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