Nov 30, 2022 · Based on the research results, this paper believes that brands should improve consumers' willingness to participate in value co-creation by ...
ABSTRACT. This paper focuses on brand cultural marketing, studies the im- pact of brand cultural marketing on consumers' willingness to participate in value ...
This paper focuses on brand cultural marketing, studies the impact of brand cultural marketing on consumers' willingness to participate in value co-creation ...
The influence of brand cultural marketing on consumers' willingness to participate in value co-creation ; Guihang Guo ; Ying Li ; Chuqiao Zhong.
Jul 23, 2024 · This study explores the factors that influence value co-creation in cultural and creative enterprises and examines how this influences enterprise and customer ...
Aug 15, 2024 · This study explores the factors that influence value co-creation in cultural and creative enterprises and examines how this influences enterprise and customer ...
The results indicate that cultural involvement has a significant and positive impact on brand enriching benefits, consequently enhancing consumers' WPP.
By participating in co-creation, consumers can obtain economic, cognition, societal, and entertainment benefits, it satisfies the need for autonomy, competence, ...
Jun 28, 2024 · In this study, we examine the effect of social ties on consumer's level of interaction and looked at how it moderates on consumers' willingness to engage in ...
The findings further show that social ties have a significant moderating effect on customers' willingness to interact in value co-creation. We identified in the ...
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