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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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Bibliographic Details
Main Author:	LI, Yingnan
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2015
Online Access:	https://eprints.nottingham.ac.uk/30014/

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