Exploring the impact of consumer participation in co-creation on brand satisfaction

Abstract

Co-creation is an innovative, social, and creative approach for brands to interact directly with their consumers through different methods to create suitable products based on consumers' needs. This marketing approach can drive sustainable satisfaction and loyalty. Not every consumer has the same needs. Therefore, when developing a co-creation strategy as a brand, it is crucial to consider that the desired outcome also depends on the characteristics of the participators. This research aims to underline the importance of co-creation as a method itself. It will also give insights into the moderation of co-creation on brand satisfaction by characteristics and socio-demographic aspects. Understanding the impact of specific consumer characteristics and demographics on co-creation and brand satisfaction can improve the development of co-creation methods to increase satisfaction for different target groups. Therefore, a quantitative online survey with an A/B split test was conducted to test the effect of co-creation on brand satisfaction, including the named moderating variables. Both groups were exposed to different stimuli, either co-creation or no co-creation, developed through a focus group. The results show that co-creation has a significantly strong effect on brand satisfaction. Openness to experiences is a characteristic trait that significantly strengthens this effect. In contrast, extroversion, age, and gender do not significantly affect this relationship.

Date of Award	25 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)