Publikacja:

Customer Disposition to Value Co-Creation Activities. The Case of the Clothing Industry

Data

2018
Artykuł
Przeszukaj czasopismo Uproszczony widok Pełne metadane Statystyki
 
cris.legacyid4828
cris.virtual.journalance#PLACEHOLDER_PARENT_METADATA_VALUE#
cris.virtualsource.journalancedc92c553-0411-4522-97d5-b7ef33169392
dc.abstract.plPurpose: The willingness of consumers to engage in co-creation activities is affected by multiple factors, including intrinsic motivation, firm-level factors, and expected outcomes of the participation in co-creation process. However, the final decision of customer engagement in co-creation is determined by the level of brand attachment and love experienced by customers, product category, and the type of needs satisfied with the object of co-creation. The current research proposes a holistic view of the abovementioned factors and variables by exploring their relationships and mutual influence. Methodology: This study analyzes the results of qualitative research on the dynamics between positive client attitude toward a brand and the willingness to engage in co-creation activities. Results/Findings: The study reveals that the willingness to engage in co-creation activities is strongly related to the level of brand attachment except for when people conduct such activities to experience the process itself. The level of customer satisfaction from participation in co-creation processes influences their future sense of brand love and attachment. Moreover, the way and strength of customer engagement in co-creative projects are affected by the product category. The authors especially stress the importance of a strategic approach toward designing and implementing co-creation projects and the key role of appropriate communication with participants.
dc.contributor.affiliationKozminski University
dc.contributor.affiliationKozminski University
dc.contributor.affiliationKozminski University
dc.contributor.authorOlga Kolomiiets
dc.contributor.authorMagdalena Krzyżanowska
dc.contributor.authorGrzegorz Mazurek
dc.date.accessioned2025-07-25T16:01:05Z
dc.date.available2025-07-25T16:01:05Z
dc.date.issued2018
dc.date.published2018
dc.description.issue3
dc.description.physical30-48
dc.description.volume26
dc.identifier.doi10.7206/jmba.ce.2450-7814.234
dc.identifier.issn2658-0845
dc.identifier.urihttps://repozytorium.kozminski.edu.pl/handle/item/1599
dc.languageen
dc.relation.ispartofCentral European Management Journal
dc.relation.pages30-48
dc.rightsCC-BY-NC-ND-4.0
dc.subjectbrand attachment
dc.subjectbrand love
dc.subjectvalue co-creation
dc.subjectmotivation
dc.subjectbrand engagement
dc.title

Customer Disposition to Value Co-Creation Activities. The Case of the Clothing Industry

dc.typeArticle
dspace.entity.typePublication