A Model of Brand Cocreation, Brand Immersion, Their Antecedents and Consequences in Café Brand Context

Fulya Acikgoz and Asli D. A. Tasci ()
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Fulya Acikgoz: Istanbul Technical University
Asli D. A. Tasci: University of Central Florida, Orlando

A chapter in Strategic Innovative Marketing and Tourism, 2020, pp 111-119 from Springer

Abstract: Abstract This study develops and tests a model with complex relationships between brand cocreation and brand immersion as well as what affects them and what they affect in return. Considering cafe brands as micro destination brands, it is expected that both macro destination brand factors, namely sense of place, sense of community, and place attachment as well as the sense of brand community of the café brands will influence both café brand cocreation and immersion. In return, both café brand cocreation and immersion are expected to influence well-being of the consumer and the café brand.

Keywords: Brand cocreation; Brand immersion; Brand loyalty (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-36126-6_13

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DOI: 10.1007/978-3-030-36126-6_13

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