Examine the Role of Brand Experience in Value Co-creation.
Khachontantiphop, Phalida (2011) Examine the Role of Brand Experience in Value Co-creation. [Dissertation (University of Nottingham only)] (Unpublished)
The previous experience with brand influences the consumer decision and consumer behavior. The brand is significant criteria in the evaluation of brand alternatives, especially co-creation of value. The co-creation offering is able to assess when the consumer participate and consume it. The consumer has the difficulty to make the purchasing decision. Moreover, the co-creation requires the higher involvement from the consumer to participate in the co-creation process with the company. The brand is beneficial for consumer to make the decision in co-creation.
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