The impact of perceived co-creation activities on brand image and purchase intention
: study based on generation Z: videogames

  • Tija Vraneševic (Student)

Student thesis: Master's Thesis


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 Award29 Jun 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorCláudia Isabel de Sousa Costa (Supervisor)


  • Co-creation
  • Co-production
  • Value-in-use
  • Brand image
  • Purchase intention


  • Mestrado em Gestão e Administração de Empresas

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