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Impact Drivers of Customer Brand Engagement and Value Co-Creation in China: A Prioritization Approach

Author

Listed:
  • Allan Gueye Mane

    (School of Management, Wuhan University of Technology, Wuhan, P.R. China)

  • Pape Alioune Diop

    (School of Management, Wuhan University of Technology, Wuhan, P.R. China)

Abstract

Engaging customers in co-creation activities and making them active partners in the value creation and innovation processes as a new marketing perspective has become a widely accepted approach in todayÂ’s highly competitive business environment. However, research on the subject has mainly focused on the factors that motivate the customers to participate in co-creation. Little is known about the firm-based factors that can have impacts on the customersÂ’ motivations. Using a prioritization approach with Analytical Hierarchy Process, the aim of this paper is to analyze the relative importance of perceived brand innovativeness, customer-based brand equity, relationship equity and brand literacy compared to each other in customersÂ’ willingness to engage in co-creation. The results show that when deciding to engage in co-creation customers first consider the ability of the brand to innovate (brand innovativeness), followed by the relationship equity, customer-based brand equity and brand literacy. The present study is one of the first to empirically examine drivers of customer engagement in co-creation from the perspectives of innovativeness and customer equity drivers in an emerging market like China.

Suggested Citation

  • Allan Gueye Mane & Pape Alioune Diop, 2017. "Impact Drivers of Customer Brand Engagement and Value Co-Creation in China: A Prioritization Approach," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 3(4), pages 7-19, May.
  • Handle: RePEc:mgs:ijmsba:v:3:y:2017:i:4:p:7-19
    DOI: 10.18775/ijmsba.1849-5664-5419.2014.34.1001
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    Cited by:

    1. Ling Lin & Zhengwei Huang & Bestoon Othman & Yin Luo, 2020. "Let’s make it better: An updated model interpreting international student satisfaction in China based on PLS-SEM approach," PLOS ONE, Public Library of Science, vol. 15(7), pages 1-13, July.

    More about this item

    Keywords

    Co-creation; Customer engagement; Brand innovativeness; Customer-based brand equity; Relationship equity; Brand literacy; Prioritization; China;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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