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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/112587


    Title: The Mediating Roles of Brand Engagement and Brand Psychological Ownership in Brand Co-creation
    Authors: 張愛華
    Chang, Aihwa
    Tseng, Timmy H.
    Tung, Pei-Ju
    Contributors: 企業管理學系
    Date: 2016
    Issue Date: 2017-09-07 18:02:41 (UTC+8)
    Abstract: This study examines the psychological mechanism of brand co-creation effect from the perspective of interpersonal relations. We propose a theoretic model that depicts the influence of feedback valence of other people’s comments on consumers’ proposal of new product marketing plan in a brand co-creation project. We argue that brand psychological ownership and brand engagement mediate the relationships between feedback valence and behavioral intentions for the new products and the parent brand. Also, the moderating roles of co-creation task involvement and participating unit are examined. A between-subject experimental design was conducted. The results confirm our mediating hypotheses and indicate that the brand co-creation activities can be explained from the perspective of interpersonal relations. Also, the results indicate that the effect of feedback valence on brand engagement is salient when consumers have high task involvement and when they participate individually, not in a group.
    Relation: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era, pp 283-296
    Data Type: book/chapter
    DOI: https://doi.org/10.1007/978-3-319-11815-4_89
    Appears in Collections:[企業管理學系] 專書/專書篇章

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