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

Autores/as

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

Palabras clave:

valor percibido de marca, eWOM, tipología de consumidores, análisis cluster

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.

Métricas

Cargando métricas ...

Biografía del autor/a

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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