Designing a Model of Brand Co-creation Behavior with the Customer with Emphasis on Antecedents, Factors and Consequences

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DEHDASHTI SHAHROKH ZOHREH; NASEHIFAR VAHID; TORKESTANI MOHAMMADSALEH; Eslamipanah Maliheh

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Journal Paper

Paper Information

Journal: business managment perspective Year:2022 | Volume:21 | Issue:49 (83) Page(s): 71-94

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Information Journal Paper

Title

Designing a Model of Brand Co-creation Behavior with the Customer with Emphasis on Antecedents, Factors and Consequences

Author(s)

DEHDASHTI SHAHROKH ZOHREH | NASEHIFAR VAHID | TORKESTANI MOHAMMADSALEH | Eslamipanah Maliheh | Issue Writer Certificate

Keywords

Brand Co-creation

Co-creation Behavior

Qualitative Study

Meta-synthesis

Organization

Customer

Abstract

Objective: focusing on the brand and its different aspects have been considered by researchers from the past to the present. In today's competitive markets, the brands have been able to survive that benefit from Customers’,opinions through constructive communication. This study aims to design a model of Brand Co-creation behavior with the Customers. Method: This research is applied development in terms of purpose, and its study approach is qualitative and exploratory in nature. The Meta-synthesis method has been used to design the model in this research. Findings: By reviewing previous researches in seven stages of the Meta-synthesis process and categorizing and analyzing researches in the form of 3 categories, 10 concepts, and 37 codes, a model of Brand Co-creation behavior including antecedents, Co-creation Behavior factors, and consequences Presented. It can be mentioned that the most important antecedent of Brand Co-creation behavior is the brand level factor including brand interaction, brand self-adaptation, online brand community and brand love. Also, one of the most important consequences of Brand Co-creation behavior is Customer level factor and brand level factor. In fact, Brand Co-creation affects Customer satisfaction, Customer loyalty and intention of Customer for repurchasing. In the factor of Brand Co-creation behavior, help behavior and feedback are important that help behavior with the aim of helping other Customers of the brand and feedback behavior with the aim of supporting and helping the Organization can be analyzed. Results: The results showed that Organizations that use the Brand Co-creation model designed in this study, with helping of Customers can create highly commercially attractive ideas and become a kind of business partner, thus meeting the broad needs of Customers.

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APA: Copy

DEHDASHTI SHAHROKH, ZOHREH, NASEHIFAR, VAHID, TORKESTANI, MOHAMMADSALEH, & Eslamipanah, Maliheh. (2022). Designing a Model of Brand Co-creation Behavior with the Customer with Emphasis on Antecedents, Factors and Consequences. JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE), 21(49 (83) ), 71-94. SID. https://sid.ir/paper/1039366/en

Vancouver: Copy

DEHDASHTI SHAHROKH ZOHREH, NASEHIFAR VAHID, TORKESTANI MOHAMMADSALEH, Eslamipanah Maliheh. Designing a Model of Brand Co-creation Behavior with the Customer with Emphasis on Antecedents, Factors and Consequences. JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE)[Internet]. 2022;21(49 (83) ):71-94. Available from: https://sid.ir/paper/1039366/en

IEEE: Copy

ZOHREH DEHDASHTI SHAHROKH, VAHID NASEHIFAR, MOHAMMADSALEH TORKESTANI, and Maliheh Eslamipanah, “Designing a Model of Brand Co-creation Behavior with the Customer with Emphasis on Antecedents, Factors and Consequences,” JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE), vol. 21, no. 49 (83) , pp. 71–94, 2022, [Online]. Available: https://sid.ir/paper/1039366/en

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