Building Brands Together: Emergence and Outcomes of Co-Creation

Abstract

Co-creation is a rapidly emerging area of research. However, there is a lack of understanding as to how organizations use co-creation to build relationships and generate value. How does participation emerge and what outcomes does it deliver? To generate insight into the co-creation process, we created an online brand community. Our findings show that people participate in a community because it offers them the chance to find fulfillment, to express their creativity, and to socialize. The findings have significant implications for marketing, branding, and research professionals because the research shows that managers have to see participants as integral to the brand.

The corporate brand and strategic direction: Senior business school managers’ cognitions of corporate brand building and management

“…More recently, a veritable reformation of thought has characterised the corporate brand management with the advent of the co-creation perspective (Hatch and Schultz, 2010;Juntunen, 2012;Ind et al, 2013). Seemingly, the jury is still out on the precise details, merits, practicalities and efficacy of the co-creation approach vis-à-vis corporate brands.…”

“…Moreover, as this research focusses on a few selected leading business schools, future studies could focus on other leading business schools in other countries and on the very important middle-ranking (and lower-ranked) business school categories (may of which are held in high esteem for the quality of their teaching). The application of the corporate brand orientation notion (Balmer, 2013) and the cocreation perspective (Ind et al, 2013) vis-à-vis business schools could also be efficacious.…”

Mobile Marketing: Building Blocks for Mobile Content Marketing to Add Value and Relevance for Mobile Users

“…Users are attracted to this community because it allows their active participation. A study by Ind et al (2013) confirms that people participate in a community when given the opportunity to do so meaningfully. Attracting patrons to a mobile community could produce the right kind of interactions and be beneficial to the brand as well (Hagel et al 2010).…”

Empirical Analysis of Marketing Factors Affecting Future Intention toward Furniture Store Brand in Bangkok

“…According to Humphreys proposed that value co-creation cannot be overlooked by the organizations that need to succeed in the market [8]. In particular, most researches focused on the service co-creation's criteria [9], antecedent [10] and consequences [11]. The aim of value co-creation is to develop organizational knowledge process by relating the customer in the value creation process.…”