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...