Sökning: "Brand Co-Creation"

Visar resultat 6 - 10 av 82 uppsatser innehållade orden Brand Co-Creation.

1. 6. The new frontier of co-creation : What are the drivers for consumers to engage in co-creation activities in the metaverse?

   Magister-uppsats, Mälardalens universitet/Akademin för ekonomi, samhälle och teknik

   Författare :Pavel Kerim; Marina Borrell; [2023]
   Nyckelord :co-creation; metaverse; engagement; trust; customer experience; motivation; samskapande; metaverse; engagemang; förtroende; kundupplevelse; motivation;

   Sammanfattning : Research Question: What are the drivers for consumers to co-create in the metaverse and howcan companies use them to increase engagement in co-creation? Purpose: The purpose of this study is to get insight into how companies canincrease consumer engagement for participation in co-creation activitieswithin the metaverse. By enlightening the research community and businesses about the consumer perspective on the metaverse and the cocreation possibilities and what their drivers would be to engage in cocreation, companies can better target these individuals and ultimately increase their brand value. LÄS MER

3. 7. Co-Creation: What Users Want - A Qualitative Study on how Social Media Users balance Motivators and Barriers to Co-Create within Marketing Activities on Social Media Platforms

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Anna Mellin; Ioannis Diakoulakis; [2023]
   Nyckelord :Value Co-Creation; Co-Creation; Social Media; Social Media Marketing Activities; Social Media Users; Motivations; Barriers; Business and Economics;

   Sammanfattning : The aim of this research is to explore motivators and barriers that customers balance when it comes to co-creation in marketing activities undertaken by brands on social media. A qualitative research strategy was decided, with semi-structured interviews as the research method. LÄS MER

4. 8. Brand value co-creation within e-sport industry : A study on Generation Z’s brand relationship quality in brand value co-creation in the Vietnamese e-sport industry

   Kandidat-uppsats,

   Författare :Chau Le; Nhan Chau; [2023]
   Nyckelord :Brand value co-creation; brand relationship quality; e-sport industry; Stimuli-Organism-Response framework;

   Sammanfattning : Brand value co-creation is an essential theme in Marketing research. The research aims to investigate the degree to which brand relationship quality on social media influences Generation Z’s motivation to co-create by applying the Stimulus-Organism-Response framework. LÄS MER

5. 9. Brand Value Co-Creation on Social Media: How and Why Consumers Engage in Co-Creation - A Netnographic Study Investigating a Consumer Perspective on Value Co-Creation

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Julia Estrella; André Forsberg Berntsson; [2022-08-04]
   Nyckelord :Brand Evolution; Brand Value; CCCV; Customer Categories; Online Brand Communities; Co-Creation on Social Media;

   Sammanfattning : Social media has elevated consumers' role in the process of brand value creation, emphasizing the view that value is co-created. Previous research has provided conceptualizations and broad descriptions, leaving a lack of empirical research. LÄS MER

7. 10. Combating the credibility crisis - Investigating the role of brand co-creation within green marketing

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Niklas Löfgren; Axel Wieslander; [2022-08-04]
   Nyckelord :Green Marketing; Brand Co-creation; Green Brand Equity; Brand Credibility; Greenwashing; Transparency;

   Sammanfattning : Firms are facing increasing pressure to become more sustainable, coupled with growing insight and scrutiny. However, attempts to meet these demands and attract sustainability-concerned consumers through green marketing and branding has resulted in widespread greenwashing. LÄS MER