Enhancing brand equity through co-creation: a quantitative study on interaction types and individual characteristics
Isaksen, Marie Hundeide (A.A. 2022/2023) Enhancing brand equity through co-creation: a quantitative study on interaction types and individual characteristics. Tesi di Laurea in Customer value analytics, Luiss Guido Carli, relatore Michele Costabile, pp. 66. [Master's Degree Thesis]
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Abstract/Index
The importance of co-creation in digital environments. Technologies in co-creation. Examples of successful co-creation strategies via digital tools. Literature review. Self-service technology in co-creation processes. Brand equity. Value co-creation. Individual characteristics. Consumer behavior. Conceptual model and hypothesis overview. Research methodology. Overview of the study. Participants. Questionnaire development and administration. Apparatus and materials. Pre-test. Questionnaire stimuli, design, and procedure. Analysis. Results. The effect of interaction type on willingness to co-create. Regression analysis and ANOVA. Moderated mediation analysis. Discussion.
References
Bibliografia: pp. 30-44.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Customer value analytics |
| Thesis Supervisor: | Costabile, Michele |
| Thesis Co-Supervisor: | Villarroel Ordenes, Francisco Javier |
| Academic Year: | 2022/2023 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 09 Jan 2024 17:25 |
| Last Modified: | 09 Jan 2024 17:25 |
| URI: | https://tesi.luiss.it/id/eprint/37460 |
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