Perceived brand value and brand co-creation attitudes through eWOM: a typology of co-creator digital users

  1. Díaz Soloaga, Paloma 1
  2. Carcelén García, Sonia Laura 1
  3. Díaz-Bustamante Ventisca, Mónica 1
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Revista:
Revista de Comunicación

ISSN: 2227-1465,  1684-0933

Año de publicación: 2023

Volumen: 22

Número: 1

Tipo: Artículo

DOI: 10.26441/RC22.1-2023-3075 GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Revista de Comunicación

Resumen

La cocreación de marca es un comportamiento cada vez más arraigado y sus efectos en el proceso de compra se han convertido en objeto de estudio. Sin embargo, la relación entre el valor de marca percibido y la cocreación es todavía poco conocida. Este estudio tiene como objetivo principal profundizar en la relación entre la marca percibida y el proceso de co-creación a través del eWOM, es decir, las recomendaciones, comentarios y participación de los consumidores en Internet. La investigación realizada constituye un estudio transversal descriptivo y explicativo a través de una muestra de 1.521 consumidores. La recogida de información se realizó a través de un cuestionario online ad hoc centrado en las actitudes de cocreación y el valor de marca percibido. Los resultados permiten concluir que existe un vínculo lo suficientemente sólido como para afirmar que existe una relación entre ambos. También se diferenciaron tres tipos de segmentos en función de los comportamientos y actitudes hacia el proceso de cocreación que desarrollan los consumidores, y el valor percibido de las marcas con las que interactúan.

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