Consumer Motivation for Co-Creation and Resulting Effects on Brand Knowledge
(2014) BUSN39 20141Department of Business Administration
- Abstract
- The aim of this study is to contribute to the existing literature on co-creation in investigating consumers’ motives for participation on the one hand and possible effects of this participation on brand knowledge on the other. It thus provides a link between co-creation, motivation, and branding literature.
A constructionist ontological stance and interpretive epistemology led us to the research philosophy of hermeneutical phenomenology and the implementation of a qualitative research strategy. By conducting semi-structured qualitative interviews in the context of a case study rich respondent data was gathered. The subsequent analysis followed the hermeneutic circle approach.
Our main findings showed that consumers are driven by a... (More) - The aim of this study is to contribute to the existing literature on co-creation in investigating consumers’ motives for participation on the one hand and possible effects of this participation on brand knowledge on the other. It thus provides a link between co-creation, motivation, and branding literature.
A constructionist ontological stance and interpretive epistemology led us to the research philosophy of hermeneutical phenomenology and the implementation of a qualitative research strategy. By conducting semi-structured qualitative interviews in the context of a case study rich respondent data was gathered. The subsequent analysis followed the hermeneutic circle approach.
Our main findings showed that consumers are driven by a combination of motives for co-creation, with internalised extrinsic motivation as a main driver and skill development being the overall most emphasised incentive. Affected by consumers’ motivation and expectations, co-creation was shown to change consumers’ brand knowledge, however not necessarily with a positive impact on the brand involved. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/4460102
- author
- Leuenberger, Sandra LU and Jürgens, Corinna LU
- supervisor
- organization
- course
- BUSN39 20141
- year
- 2014
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- motivation, co-creation, brand knowledge
- language
- English
- id
- 4460102
- date added to LUP
- 2014-06-25 15:41:27
- date last changed
- 2014-06-25 15:41:27
@misc{4460102, abstract = {{The aim of this study is to contribute to the existing literature on co-creation in investigating consumers’ motives for participation on the one hand and possible effects of this participation on brand knowledge on the other. It thus provides a link between co-creation, motivation, and branding literature. A constructionist ontological stance and interpretive epistemology led us to the research philosophy of hermeneutical phenomenology and the implementation of a qualitative research strategy. By conducting semi-structured qualitative interviews in the context of a case study rich respondent data was gathered. The subsequent analysis followed the hermeneutic circle approach. Our main findings showed that consumers are driven by a combination of motives for co-creation, with internalised extrinsic motivation as a main driver and skill development being the overall most emphasised incentive. Affected by consumers’ motivation and expectations, co-creation was shown to change consumers’ brand knowledge, however not necessarily with a positive impact on the brand involved.}}, author = {{Leuenberger, Sandra and Jürgens, Corinna}}, language = {{eng}}, note = {{Student Paper}}, title = {{Consumer Motivation for Co-Creation and Resulting Effects on Brand Knowledge}}, year = {{2014}}, }