Abstract
Although the benefits and outcomes of value co-creation have been discussed in the academic literature before, scholars primarily concentrated on customer involvement in service co-production and new product development. Brand co-creation is explored as an innovative way for consumers to experience brands and a unique and invaluable strategy for companies to develop brand identity and image. The study employs Self-Determination Theory (Deci and Ryan 1985) to understand how the type of reward (internal vs. external) and the likelihood of being rewarded for customer brand co-creation (low vs. high) influences self-brand connection. The results demonstrate the importance of customer co-creation in brand development. In confirmation of self-determination theory, customers who are encouraged to participate in the brand co-creation activity by referring to self-development, report higher self-brand connection than individuals offered external reward.
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© 2015 Academy of Marketing Science
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Bogoviyeva, E. (2015). The Effects of Reward Type and its Likelihood in Customer Brand Co-Creation Activity on Self-Brand Connection. In: Robinson, L. (eds) Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10912-1_62
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DOI: https://doi.org/10.1007/978-3-319-10912-1_62
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10911-4
Online ISBN: 978-3-319-10912-1
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