Customer Disposition to Value Co-Creation Activities. The Case of the Clothing Industry

Kolomiiets Olga (), Krzyżanowska Magdalena () and Mazurek Grzegorz ()
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Mazurek Grzegorz: Kozminski University

Journal of Management and Business Administration. Central Europe, 2018, vol. 26, issue 3, 30-48

Abstract: Purpose: The willingness of consumers to engage in co-creation activities is affected by multiple factors, including intrinsic motivation, firm-level factors, and expected outcomes of the participation in co-creation process. However, the final decision of customer engagement in co-creation is determined by the level of brand attachment and love experienced by customers, product category, and the type of needs satisfied with the object of co-creation. The current research proposes a holistic view of the abovementioned factors and variables by exploring their relationships and mutual influence.

Keywords: brand attachment; brand love; value co-creation; motivation; brand engagement (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:jmbace:v:26:y:2018:i:3:p:30-48:n:3

DOI: 10.7206/jmba.ce.2450-7814.234

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