Influences of Cocreation on Brand Experience

Abstract

The purpose of this article is to study the influence of customer cocreation participation on customers’ brand experience, brand satisfaction and brand loyalty. We apply a service logic approach in which cocreation participation refers to cocreation of customer value together with the brand, cocreation of new value with the brand and cocreation of value together with other customers within the context of the brand. The reasoning applied is that customers’ cocreation with a brand – stimulating their engagement with the brand – influences brand experience, and through that, brand satisfaction and loyalty. A study among bank customers shows that cocreation participation positively influences sensory, affective, cognitive, behavioural and relational dimensions of a brand experience. However, influences of brand experience dimensions on satisfaction and loyalty are revealed to be complex as some of the dimensions influence satisfaction positively, while others have a negative influence. Furthermore, we show that the satisfaction and loyalty effects of cocreation participation are partially mediated by brand experience. Thus, there are both indirect and direct effects on satisfaction and loyalty from customers’ cocreation participation. Implications point to the importance of carefully managing cocreation participation in order to gain competitive advantages. Companies should be careful about how brand experience is stimulated through cocreation because of the potential risk of negative effects on satisfaction and loyalty.

Consumer Adoption of Cloud Computing Services in Germany: Investigation of Moderating Effects by Applying an UTAUT Model

“…This is in "one step back in comparison to the UTAUT model" (Nysveen & Pedersen, 2014). However, actual research findings show that general attitudinal measures of technology are highly significant antecedents of intention to use (Nysveen & Pedersen, 2014;Müller-Seitz et al, 2009;Pramatari & Theotokis, 2009;Boslau & Lietke, 2006). Furthermore, Attitude is a fix component of the initial Technology Acceptance Model (TAM by Davis et al, 1989) and other TAM related studies (e.g., Moeser et.…”

“…It is defined as "the individual's positive or negative feelings about performing a behavior " (Ajzen, 1991). This is in "one step back in comparison to the UTAUT model" (Nysveen & Pedersen, 2014). However, actual research findings show that general attitudinal measures of technology are highly significant antecedents of intention to use (Nysveen & Pedersen, 2014;Müller-Seitz et al, 2009;Pramatari & Theotokis, 2009;Boslau & Lietke, 2006).…”

“…A critical factor for the success of innovations like cloud computing services is to understand the adoption criteria of targeted consumers (Nysveen & Pedersen, 2014). In a previous study we investigated users' relevant usage determinants when viewed from a technology acceptance perspective (Moryson & Moeser, 2015).…”

Marka Aşkının Marka Deneyimi ile Marka Sadakati Arasındaki İlişkiye Aracılık Etkisi

“…Marka deneyiminin hem tutumsal marka sadakatini hem de davranışsal marka sadakatini olumlu yönde etkilediği desteklenmiştir (Rameseshan ve Stein, 2014). Buna ek olarak, marka deneyiminin alt boyutlarını ayrı ayrı ele alan çalışmalar incelendiğinde, tüketicilere yaşatılan ilişkisel ve duygusal deneyimlerin marka sadakati yaratmada etkili olduğu görülmektedir (Nysveen vd., 2013;Nysveen ve Pedersen, 2014). Bunun dışında, marka deneyiminin marka sadakati üzerinde sadece doğrudan değil aynı zamanda dolaylı etkiye de sahip olduğu ortaya konulmuştur (Ding ve Tseng, 2015;Francisco-Maffezzolli vd., 2014).…”

The Status, Evolvement and Development Vein of Foreign Value Co-creation Research-Bibliometric Analysis Based on Web of Science

“…For example, scholars Nambisan and Baron first proposed a conceptual framework for co-creation experiences in 2009 (48 times) based on a virtual brand community, constructed a four-dimensional customer experience framework of practicability, sociability, easy-using, and hedonic and discussed its influence on the cocreation of customer participation value [8]. Scholars Nysveen and Pedersen analyze the mechanism by which customer value co-creation influences customer satisfaction and loyalty by affecting brand experience [13].…”