Achieving Brand Engagement and Brand Equity Through Co-creation Process

IF 1.5 Q2 COMMUNICATION Journal of Creative Communications Pub Date : 2022-03-28 DOI:10.1177/09732586221083862
Teresa Pereira, S. Loureiro, E. Sarmento
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引用次数: 1

Abstract

The current study investigates real-time marketing as one strategy for businesses to take advantage of this social and technologic ecosystem. The challenge of a more social and connected consumer is that they engage on online conversations, trends and things. The goal is to analyse the relationship among co-creation, user-generated content (UGC), brand equity and brand engagement. The proposed model revealed a good fit and proved the antecedent role of co-creation on UGC that, in turn, positively influence brand equity and engagement. This study proves that real-time marketing leads to situations of increased UGC—complementing previous findings—and it addresses the gap in the literature proving that real-time marketing leads to situations of increased brand equity and brand engagement.
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通过共同创造过程实现品牌参与和品牌资产
当前的研究调查了实时营销作为企业利用这种社会和技术生态系统的一种策略。更具社交性和互联性的消费者面临的挑战是,他们会参与在线对话、趋势和其他事情。目标是分析共同创作、用户生成内容(UGC)、品牌资产和品牌参与之间的关系。所提出的模型显示出良好的契合度,并证明了共同创作对UGC的先决作用,而共同创作反过来又对品牌资产和参与度产生积极影响。本研究证明,实时营销会导致ugc增加的情况,与之前的研究结果相补充,并解决了证明实时营销会导致品牌资产和品牌参与增加的文献空白。
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来源期刊
CiteScore
2.70
自引率
26.70%
发文量
20
期刊介绍: The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.
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