The impact of co-creation on brand image in skincare

Abstract

In recent years, the skincare market has become increasingly competitive, highlighting the importance for companies to employ differentiating strategies in order for brands and their products to stand out from the competition. To address this challenge, the present study elaborates on the existing literature concerning the effect of co-creation on behavioural attitudes, exploring the influence on brand image, and further investigating the perceived innovativeness in this context. In order to achieve this objective, a between-subject study with 89 participants was conducted to understand how co creation impacts the brand image within the skincare segment, analysing the type of innovation that has a more positive influence on the perceived innovativeness of co-creation, and how that variable is affected by the consumer’s hedonic purchase motivations. The results show a direct and positive effect of co-creation on the brand image, emphasizing the significance of collaborative product development in shaping consumer perceptions. Furthermore, the study deepens the knowledge of perceived innovativeness in this context, with the identification of two dimensions within the perceived innovativeness of co-creation: social and hedonic. The impact of perceived innovativeness on the brand image demonstrates the importance of innovation, as well as product novelty, for the consumer. Additionally, product involvement was identified as an influencing variable in the perceived innovativeness of co created products, establishing that high levels of product involvement increase the perceived innovativeness of co-created products. These findings provide valuable insights for the skincare segment and extend the current academic studies regarding co-creation, innovation and brand image.

Date of Award	3 Jul 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Cláudia Isabel de Sousa Costa (Supervisor)