Central European Management Journal

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

Kolomiiets, Olga Krzyżanowska, Magdalena Mazurek, Grzegorz

Kozminski University

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Abstrakt

Purpose: 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.

Metadane

Czasopismo Central European Management Journal 
Tom 26 
Numer 3 
Data wydania 2018 
Typ Article 
Język en
Paginacja 30-48
DOI 10.7206/jmba.ce.2450-7814.234
ISSN 2658-0845
eISSN 2658-2430