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...
| Main Author: | |
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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/ |
| _version_ | 1848793903257354240 |
|---|---|
| author | LI, Yingnan |
| author_facet | LI, Yingnan |
| author_sort | LI, Yingnan |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | 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 correlations between co-creation, brand image and
willingness to pay a premium, most previous studies focused on co-creation effects on
service-intensive industries, whereas the effects on new product development receive less
attention. This study focuses on analysing the effects of co-creation on new product
development rather than services.
282 respondents are involved in this study. They are tested purely by questionnaires.
Co-creation is tested based on two measurements: „the degree of co-creation‟ and „satisfaction
with co-creation experience‟. The results of this study show that: (1) The degree of
co-creation is positively related to brand image. (2) Consumer satisfaction with co-creation
experience is positively related to brand image. (3) The degree of co-creation is positively
related to consumer WTP a price premium. (4) Consumer satisfaction with co-creation
experience is positively related to their WTP a price premium.
Further analysis based on each questionnaire items concludes several implications for
managers. (1) Companies should identity deficient products and identify potential talented
co-creators. (2) Companies should pay more attention for co-creation support. (3) Companies
should maintain a stable relationship with consumers. (4) Companies should recognize
different kinds of motivation system in order to establish the most suitable strategy for
customer co-creation. (5) Companies should invest more in signalling activities, customize
co-creation services and communications. |
| first_indexed | 2025-11-14T19:07:41Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-30014 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T19:07:41Z |
| publishDate | 2015 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-300142017-10-19T14:57:32Z https://eprints.nottingham.ac.uk/30014/ How does customer co-creation affect firm’s brand image and customer’s willingness to pay a price premium? LI, Yingnan 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 correlations between co-creation, brand image and willingness to pay a premium, most previous studies focused on co-creation effects on service-intensive industries, whereas the effects on new product development receive less attention. This study focuses on analysing the effects of co-creation on new product development rather than services. 282 respondents are involved in this study. They are tested purely by questionnaires. Co-creation is tested based on two measurements: „the degree of co-creation‟ and „satisfaction with co-creation experience‟. The results of this study show that: (1) The degree of co-creation is positively related to brand image. (2) Consumer satisfaction with co-creation experience is positively related to brand image. (3) The degree of co-creation is positively related to consumer WTP a price premium. (4) Consumer satisfaction with co-creation experience is positively related to their WTP a price premium. Further analysis based on each questionnaire items concludes several implications for managers. (1) Companies should identity deficient products and identify potential talented co-creators. (2) Companies should pay more attention for co-creation support. (3) Companies should maintain a stable relationship with consumers. (4) Companies should recognize different kinds of motivation system in order to establish the most suitable strategy for customer co-creation. (5) Companies should invest more in signalling activities, customize co-creation services and communications. 2015-09-16 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/30014/1/Dissertation_4230533.pdf LI, Yingnan (2015) How does customer co-creation affect firm’s brand image and customer’s willingness to pay a price premium? [Dissertation (University of Nottingham only)] |
| spellingShingle | LI, Yingnan How does customer co-creation affect firm’s brand image and customer’s willingness to pay a price premium? |
| title | How does customer co-creation affect firm’s brand image and customer’s willingness to pay a price premium? |
| title_full | How does customer co-creation affect firm’s brand image and customer’s willingness to pay a price premium? |
| title_fullStr | How does customer co-creation affect firm’s brand image and customer’s willingness to pay a price premium? |
| title_full_unstemmed | How does customer co-creation affect firm’s brand image and customer’s willingness to pay a price premium? |
| title_short | How does customer co-creation affect firm’s brand image and customer’s willingness to pay a price premium? |
| title_sort | how does customer co-creation affect firm’s brand image and customer’s willingness to pay a price premium? |
| url | https://eprints.nottingham.ac.uk/30014/ |