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

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Fulya Acikgoz

    (Istanbul Technical University)

  • Asli D. A. Tasci

    (University of Central Florida, Orlando)

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.

Suggested Citation

  • Fulya Acikgoz & Asli D. A. Tasci, 2020. "A Model of Brand Cocreation, Brand Immersion, Their Antecedents and Consequences in Café Brand Context," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Prokopios Theodoridis (ed.), Strategic Innovative Marketing and Tourism, pages 111-119, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-36126-6_13
    DOI: 10.1007/978-3-030-36126-6_13
    as

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