Impact Drivers of Customer Brand Engagement and Value Co-Creation in China: A Prioritization Approach

Allan Gueye Mane and Pape Alioune Diop
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Allan Gueye Mane: School of Management, Wuhan University of Technology, Wuhan, P.R. China
Pape Alioune Diop: School of Management, Wuhan University of Technology, Wuhan, P.R. China

International Journal of Management Science and Business Administration, 2017, vol. 3, issue 4, 7-19

Abstract: Engaging customers in co-creation activities and making them active partners in the value creation and innovation processes as a new marketing perspective has become a widely accepted approach in todayÂ’s highly competitive business environment. However, research on the subject has mainly focused on the factors that motivate the customers to participate in co-creation. Little is known about the firm-based factors that can have impacts on the customersÂ’ motivations. Using a prioritization approach with Analytical Hierarchy Process, the aim of this paper is to analyze the relative importance of perceived brand innovativeness, customer-based brand equity, relationship equity and brand literacy compared to each other in customersÂ’ willingness to engage in co-creation. The results show that when deciding to engage in co-creation customers first consider the ability of the brand to innovate (brand innovativeness), followed by the relationship equity, customer-based brand equity and brand literacy. The present study is one of the first to empirically examine drivers of customer engagement in co-creation from the perspectives of innovativeness and customer equity drivers in an emerging market like China.

Keywords: Co-creation; Customer engagement; Brand innovativeness; Customer-based brand equity; Relationship equity; Brand literacy; Prioritization; China (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:mgs:ijmsba:v:3:y:2017:i:4:p:7-19

DOI: 10.18775/ijmsba.1849-5664-5419.2014.34.1001

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