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

Paloma  Díaz Soloaga; Sonia Laura Carcelén García; Mónica Díaz-Bustamante Ventisca

doi:10.26441/RC22.1-2023-3075

Authors

Paloma Díaz Soloaga Universidad Complutense de Madrid https://orcid.org/0000-0003-1798-1768
Sonia Laura Carcelén García Universidad Complutense de Madrid
Mónica Díaz-Bustamante Ventisca Universidad Complutense de Madrid https://orcid.org/0000-0002-8256-0209

DOI:

https://doi.org/10.26441/RC22.1-2023-3075

Keywords:

perceived brand value, eWOM, consumer segmentation, cluster analysis

Abstract

Brand 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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Author Biographies

Paloma Díaz Soloaga, Universidad Complutense de Madrid

Full professor of Intangible assets and Fashion at Complutense University. Visiting professor at Harvard University, FIT in NY, University of Illinois, and Glasgow Caledonian University, among others. Author of more than 75 academic articles and member of the Editorial Board of the Journal of Fashion Marketing and Management and of Communication Theory. Expert on Corporate Reputation and Branding. pdiaz@ccinf.ucm.es, https://orcid.org/0000-0003-1798-1768

Sonia Laura Carcelén García, Universidad Complutense de Madrid

Ph.D. in Advertising and Public Relations from the Complutense University of Madrid (UCM). Professor and researcher in the Marketing Department of the UCM. Her principles lines of research are in one hand branding and integrated communication and; in the other hand, responsible communication and vulnerable audiences, in particular minors and young people and their vulnerability in the digital environment. sonialca@ucm.es, https://orcid.org/0000-0003-4166-5829

Mónica Díaz-Bustamante Ventisca, Universidad Complutense de Madrid

Ph.D. in Business and Economics from the Complutense University of Madrid (UCM). Professor and researcher in the Marketing Department of the UCM and Vice-Dean at the Faculty of Economics and Business Studies. Her main lines of research, in the field of Communication and Marketing, are image, positioning and brand management, child sexualization, digital vulnerability, and communication and vulnerable audiences. mdiaz-bu@ucm.es, https://orcid.org/0000-0002-8256-0209

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