Abstract
This study examines the psychological mechanism of brand co-creation effect from the perspective of interpersonal relations. We propose a theoretic model that depicts the influence of feedback valence of other people’s comments on consumers’ proposal of new product marketing plan in a brand co-creation project. We argue that brand psychological ownership and brand engagement mediate the relationships between feedback valence and behavioral intentions for the new products and the parent brand. Also, the moderating roles of co-creation task involvement and participating unit are examined. A between-subject experimental design was conducted. The results confirm our mediating hypotheses and indicate that the brand co-creation activities can be explained from the perspective of interpersonal relations. Also, the results indicate that the effect of feedback valence on brand engagement is salient when consumers have high task involvement and when they participate individually, not in a group.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Barr SH, Conlon EJ (1994) Effects of distribution of feedback in work groups. Acad Manage J 37:641–655
Brodie RJ, Hollebeek LD, Jurić B, Ilić A (2011) Customer engagement: conceptual domain, fundamental propositions & implications for research. J Serv Res 14:252–271
Byrne D, Clore GL (1970) A reinforcement model of evaluation responses. Personal Int J 1:103–128
Csikszentmihalyi M, Rochberg-Halton E (1981) The meaning of things: domestic symbols and the self. Cambridge University Press, Cambridge, UK
Dellaert BGC, Stremersch S (2005) Marketing mass-customized products: striking a balance between utility and complexity. J Mark Res 42:219–227
Dyne LV, Pierce JL (2004) Psychological ownership and feelings of possession: three field studies predicting employee attitudes and organizational citizenship behavior. J Organ Behav 25:439–459
Fitzsimmons JA (1985) Consumer participation and productivity in service operations. Interfaces 15:60–67
Franke N, Schreier M, Kaiser U (2010) The “I designed it myself” effect in mass customization. Manag Sci 56:125–140
Fuchs C, Prandelli E, Schreier M (2010) The psychological effects of empowerment strategies on consumers’ product demand. J Mark 74:65–79
Gabelica C, Bossche PVD, Segers M, Gijselaers W (2012) Feedback, a powerful lever in teams: a review. Edu Res Rev 7:123–144
Gambetti RC, Graffigna G, Biraghi S (2012) The grounded theory approach to consumer-brand engagement: the practitioner’s standpoint. Int J Mark Res 54:659–687
Ghosh M, Dutta S, Stremersch S (2006) Customizing complex products: when should the vendor take control. J Mark Res 43:664–679
Goldsmith RE, Flynn LR, Kim D (2010) Status consumption and price sensitivity. J Mark Theory Pract 18:323–338
Graham S, Golan S (1991) Motivational influences on cognitive: task involvement, ego involvement, and depth of information processing. J Educ Psychol 83:187–196
Grissemann US, Stokburger-Sauer NE (2012) Customer co-creation of travel services: the role of company support and customer satisfaction with the co-creation performance. Tour Manage 33:1483–1492
Hildebrand C, Häubl G, Herrmann A, Landwehr JR (2013) When social media can be bad for you: community feedback stifles consumer creativity and reduces satisfaction with self-designed products. Inf Syst Res 24:14–29
Kahneman D, Knetsch J, Thaler R (1991) Anomalies: the endowment effect, loss aversion, and status quo bias. J Econ Perspect 5:193–206
Kluger AN, DeNisi A (1996) The effects of feedback interventions on performance: a historical review: a meta-analysis, and a preliminary feedback intervention theory. Psychol Bull 119:254–284
LeBreton JM, Wu J, Bing MN (2009) The truth(s) on testing for mediation in the social and organizational sciences. In: Lance CE, Vandenberg RJ (eds) Statistical and methodological myths and urban legends: doctrine, verity, and fable in the organizational and social sciences. Routledge, New York, pp 109–144
Locke EA, Latham GP (1990) A theory of goal setting and task performance. Prentice Hall, Englewood Cliffs
London M, Sessa VI (2006) Group feedback for continuous learning. Hum Resour Dev Rev 5:1–27
Moreau CP, Herd KB (2010) To each his own? How comparisons with others influence consumers’ evaluations of their self-designed products. J Consum Res 36:806–819
Pierce JL, Kostova T, Dirks KT (2003) The state of psychological ownership. Acad Manage Rev 26:298–310
Randall T, Terwiesch C, Ulrich KT (2007) User design of customized products. Mark Sci 26:268–283
Reb J, Connolly T (2007) Possession, feelings of ownership and the endowment effect. Judgm Decis Mak 2:107–114
Sprott D, Czellar S, Spangenherg E (2009) The importance of a general measure of brand engagement on market behavior: development and validation of a scale. J Mark Res 46:92–104
Vargo SL, Lusch RF (2008) Service-dominant logic: continuing the evolution. J Acad Mark Sci 36:1–10
Zaichkowsky JL (1994) The personal involvement inventory: reduction, revision, and application to advertising. J Advert 23:59–70
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2016 Academy of Marketing Science
About this paper
Cite this paper
Chang, A., Tseng, T.H., Tung, PJ. (2016). The Mediating Roles of Brand Engagement and Brand Psychological Ownership in Brand Co-creation. In: Obal, M., Krey, N., Bushardt, C. (eds) Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11815-4_89
Download citation
DOI: https://doi.org/10.1007/978-3-319-11815-4_89
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11814-7
Online ISBN: 978-3-319-11815-4
eBook Packages: Business and ManagementBusiness and Management (R0)