How does customer co-creation affect firm’s brand image and customer’s willingness to pay a price premium?
This study is aimed to investigate whether brand image and customer willingness to pay a premium can be affected by co-creation. Co-creation now has been a crucial part in firm‟s new product or service development process and a major factor of firm‟s competitive advantage. However, regarding the...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2015
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| Online Access: | https://eprints.nottingham.ac.uk/30014/ |