The impact of perceived co-creation activities on brand image and purchase intention

: study based on generation Z: videogames

Abstract

Nowadays, companies struggle to persist on the market due to high competition levels. To achieve competitive advantage companies are trying to pursue a strong brand image since positive brand image comes with many benefits for the companies and positively impacts consumers’ behavioral intentions. Collaborating and co-creating with customers in the new development processes has been acknowledged as valuable strategy to understand the needs and desires of consumers. Thus, companies that co-create are being perceived as more customer oriented, more understanding of consumers’ needs and desires by observing consumers. However, little is known how co-creation impacts brand image. This thesis aims to understand how perceived co-creation activities affect brand image and consequently, purchase intention among non-participating consumers. The analysis was conducted using the method of structural modeling of partial smallest squares equations (Partial Least Squares Structural Equation Modeling, PLS SEM). Results show that perceived co-creation activities have positive impact on brand image while brand image acts as a mediator for purchase intention.

Date of Award	29 Jun 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Cláudia Isabel de Sousa Costa (Supervisor)