Abstract
Purpose: The willingness of consumers to engage in co-creation activities is affected by multiple factors, including intrinsic motivation, firm-level factors, and expected outcomes of the participation in co-creation process. However, the final decision of customer engagement in co-creation is determined by the level of brand attachment and love experienced by customers, product category, and the type of needs satisfied with the object of co-creation. The current research proposes a holistic view of the abovementioned factors and variables by exploring their relationships and mutual influence.
Highlights
The role of consumer participation in the development of successful products gained significant strength over the recent years
This study aims to find empirical evidence of the mutual influence between brand love and participation in co-creation processes, when the former acts as a precondition for the latter while satisfaction from engaging in co-creation activities affects the future strengths of brand attachment and love
This study proposes a holistic view on the factors that determine customer willingness to engage in co-creation projects
Summary
The role of consumer participation in the development of successful products gained significant strength over the recent years. The first stream focused on the nature of the phenomenon (Prahalad and Ramaswamy, 2004a; Grönroos, 2008; Brodie et al, 2013) and the pillars of value co-creation (Bharti, Agrawal and Sharma, 2015) This vein shed light on many important areas, those concerned with customer motives to engage in co-creation activities (Ryan and Deci, 2000; Mazurek, 2014), the distinctive systems of value creation (Prahalad and Ramaswamy, 2004b; Vargo and Lusch, 2004), and the role of social media in the facilitation of co-creation activities (Piller, Vossen and Ihl, 2012; Kaplan and Mazurek, 2018). The theoretical background was enriched with the concept of service-dominant logic (Vargo and Lusch, 2008; Edvardsson et al, 2011) that considers consumers as value-creating entities and resource integrators
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