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Consumer Motivation for Co-Creation and Resulting Effects on Brand Knowledge

Leuenberger, Sandra LU and Jürgens, Corinna LU (2014) BUSN39 20141
Department 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:
author
Leuenberger, Sandra LU and Jürgens, Corinna LU
supervisor
organization
course
BUSN39 20141
year
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}},
}