| dc.contributor | 企管系 | |
| dc.creator (作者) | 張愛華 | zh_TW |
| dc.creator (作者) | Hsieh, Sara H.;Chang, Aihwa | |
| dc.date (日期) | 2016 | |
| dc.date.accessioned | 30-May-2016 15:22:18 (UTC+8) | - |
| dc.date.available | 30-May-2016 15:22:18 (UTC+8) | - |
| dc.date.issued (上傳時間) | 30-May-2016 15:22:18 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/96993 | - |
| dc.description.abstract (摘要) | Co-creation for brand innovation is an intriguing and rapidly growing trend in the current competitive market. Past research emphasizes the economic gains of consumer co-creation, with limited research focusing on the psychological effects engendered in the process of consumer brand co-creation. Drawing from self-determination theory and implicit self-esteem theory, the present research proposes an integrative framework for synthesizing the perceived psychological benefits and distinctive motivations in the brand co-creation process. The results indicated that brand self–connection and three perceived benefits of brand co-creation tasks (autonomy, competence, and relatedness) facilitate consumer motivations to participate in brand co-creation campaigns. These motivations facilitate the establishment of brand co-creation engagement, which in turn leads to strengthened brand relationship behavior. This research exemplifies that a well designed brand co-creation contest is a potent means which can not only enhance consumer engagement with the co-creation contest, but also turn engaged consumers into intangible assets for brand innovation. | |
| dc.format.extent | 417400 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | Journal of Interactive Marketing, Vol.33, pp.13-26 | |
| dc.subject (關鍵詞) | Brand co-creation; Engagement; Motivation; Brand relationship; Brand contest | |
| dc.title (題名) | The Psychological Mechanism of Brand Co-creation Engagement | |
| dc.type (資料類型) | article | |
| dc.identifier.doi (DOI) | 10.1016/j.intmar.2015.10.001 | |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1016/j.intmar.2015.10.001 | |
