Bibliografías temáticas / Create / Artículos de revistas

Artículos de revistas sobre el tema "Create"

Siga este enlace para ver otros tipos de publicaciones sobre el tema: Create.

Autor: Grafiati

Publicado: 4 de junio de 2021

Última modificación: 20 de febrero de 2023

Crea una cita precisa en los estilos APA, MLA, Chicago, Harvard y otros

Elija tipo de fuente:

Consulte los 50 mejores artículos de revistas para su investigación sobre el tema "Create".

Junto a cada fuente en la lista de referencias hay un botón "Agregar a la bibliografía". Pulsa este botón, y generaremos automáticamente la referencia bibliográfica para la obra elegida en el estilo de cita que necesites: APA, MLA, Harvard, Vancouver, Chicago, etc.

También puede descargar el texto completo de la publicación académica en formato pdf y leer en línea su resumen siempre que esté disponible en los metadatos.

Explore artículos de revistas sobre una amplia variedad de disciplinas y organice su bibliografía correctamente.

Kennedy, Eric. "I create, you create, we all create – for whom?" Journal of Product & Brand Management 26, n.º 1 (20 de marzo de 2017): 68–79. http://dx.doi.org/10.1108/jpbm-01-2016-1078.

Texto completo

Resumen

Purpose This research aims to propose that prompted co-creation from a brand to a consumer will increase the value of the consumer to the brand through an increase in brand commitment and purchase intention. Additionally, the study compares the differences of a social media post made by a brand and a social media post made by a celebrity who is endorsing the brand. Design/methodology/approach Two studies were developed. First, a 2 × 2 between-subjects’ experimental design analyzes the effects of prompted and non-prompted co-creation posts by a fictitious brand and celebrity. Study 2 looks to confirm the results of Study 1 using a 2 × 2 between-subjects’ experimental design with a real brand and celebrity for the social media post. Co-creation, brand commitment and purchase intention are the dependent variables in both studies. Findings The studies reveal that a prompted co-creation post – which is a post explicitly asking for consumer feedback – from a brand can increase brand commitment and purchase intention from consumers. Also, the study reveals that, when compared to a celebrity-endorsed message, a branded message shows an increase in brand commitment and purchase intention. The results support the general notion of attribution theory. Research limitations/implications First, the study focused exclusively on millennial consumers. While this group has significant purchasing power, testing the effects of co-creation messages on a more generalizable sample is warranted. Next, the survey takes place in an online social media setting. With the power of social media and e-commerce, this channel is certainly important to study. Practical implications The results of this study bring the co-creation literature into a new area of research. Extending attachment theory and attribution theory into co-creation creates numerous opportunities to further grow the knowledge of the co-creation phenomena. The findings provide insight into the power that a prompted co-creation message can have on a consumer, either from a brand or celebrity endorser source. Practitioners can place a value on prompted and non-prompted co-creation messages originating with a brand. In addition, the research will give practitioners insight into how messages of co-creation are received by millennial consumers. Originality/value This research is the first of its kind for co-creation literature. No research to date examines the effect that a brand or celebrity-endorsed co-creation prompt has on the behavior of millennial consumers. Very little, if any, empirical research has been conducted on the co-creation of brand.