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Customer Disposition to Value Co-Creation Activities. The Case of the Clothing Industry

Author

Listed:
  • Kolomiiets Olga
  • Krzyżanowska Magdalena
  • Mazurek Grzegorz

    (Kozminski University)

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.

Suggested Citation

  • Kolomiiets Olga & Krzyżanowska Magdalena & Mazurek Grzegorz, 2018. "Customer Disposition to Value Co-Creation Activities. The Case of the Clothing Industry," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 26(3), pages 30-48, September.
    • Handle: RePEc:vrs:jmbace:v:26:y:2018:i:3:p:30-48:n:3
    DOI: 10.7206/jmba.ce.2450-7814.234
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    brand attachment; brand love; value co-creation; motivation; brand engagement;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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