CO-Creation and Brand Love: Developing a Theoretical Framework

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Abstract
The objective of this study is to develop a conceptual model of co-creation and brand love. The main contribution of the present study is that is suggests both a direct impact of co-creation on brand love sub-dimensions as well as an indirect one through quality. More precisely, the authors explore the influence of co-creation on self-brand integration, passion-driven behaviors, positive emotional connection, long-term relationship, anticipated separation distress, overall attitude valence, and attitude strength. It is clearly demonstrated that co-creation is associated or could lead in the aforementioned sub-dimensions of brand love. Furthermore, it is showed that co-creation has an impact on quality, which is conceptualized as one of the main antecedents of brand love. As a conclusion the authors suggest that co-creation can lead to brand love.