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Achieving Brand Engagement and Brand Equity Through Co-creation Process
Journal of Creative Communications Pub Date : 2022-03-28 , DOI: 10.1177/09732586221083862
Teresa Pereira 1 , Sandra Maria Correia Loureiro 2 , Eduardo Moraes Sarmento 3
Affiliation  

The current study investigates real-time marketing as one strategy for businesses to take advantage of this social and technologic ecosystem. The challenge of a more social and connected consumer is that they engage on online conversations, trends and things. The goal is to analyse the relationship among co-creation, user-generated content (UGC), brand equity and brand engagement. The proposed model revealed a good fit and proved the antecedent role of co-creation on UGC that, in turn, positively influence brand equity and engagement. This study proves that real-time marketing leads to situations of increased UGC—complementing previous findings—and it addresses the gap in the literature proving that real-time marketing leads to situations of increased brand equity and brand engagement.

中文翻译:

通过共创过程实现品牌参与度和品牌资产

目前的研究将实时营销作为企业利用这一社会和技术生态系统的一种策略进行调查。更具社交性和联系性的消费者面临的挑战是他们参与在线对话、趋势和事物。目标是分析共同创造、用户生成内容 (UGC)、品牌资产和品牌参与度之间的关系。所提出的模型显示出良好的拟合度,并证明了共同创造对 UGC 的先行作用,这反过来又对品牌资产和参与度产生了积极影响。本研究证明,实时营销导致 UGC 增加的情况——补充了之前的研究结果——并解决了文献中的空白,证明实时营销导致品牌资产和品牌参与度增加的情况。
更新日期:2022-03-28
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