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

Journal:
Revista de Comunicación

ISSN: 2227-1465,  1684-0933

Year of publication: 2023

Volume: 22

Issue: 1

Type: Article

DOI: 10.26441/RC22.1-2023-3075 GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Revista de Comunicación

Abstract

and co-creation is an increasingly ingrained consumer behavior and its effects on the purchasing process have become an object of study. However, the link between perceived brand value and co-creation is still little known. This study principally aims to delve into the relationship between perceived brand and the act of co-creation through eWOM, that is, consumers’ recommendations, comments, and participation on the Internet. The research implements a descriptive and explanatory cross-sectional study design through a sample of 1,521 consumers. Information collection was carried out through an ad hoc online questionnaire focused on co-creation attitudes and perceived brand value and found a sufficiently solid link to affirm that there is a relationship between them. We also differentiated three types of behavior and attitudes towards the co-creation process that consumers develop, as well as the attribution of perceived value to brands with which they interact.

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