Perceived brand value and brand co-creation attitudes through eWOM: a typology of co-creator digital users
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2023
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Universidad de Piura
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Díaz Soloaga, P. ., Carcelén García, S. L., & Díaz-Bustamante Ventisca, M. (2023). Valor percibido de marca y actitudes hacia la cocreación a través del eWOM: una tipología de usuarios digitales cocreadores. Revista De Comunicación, 22(1), 89–107. https://doi.org/10.26441/RC22.1-2023-3075
Abstract
La cocreación de marca es un comportamiento cada vez más arraigado y sus efectos en el proceso de compra se han convertido en objeto de estudio. Sin embargo, la relación entre el valor de marca percibido y la cocreación es todavía poco conocida. Este estudio tiene como objetivo principal profundizar en la relación entre la marca percibida y el proceso de co-creación a través del eWOM, es decir, las recomendaciones, comentarios y participación de los consumidores en Internet. La investigación realizada constituye un estudio transversal descriptivo y explicativo a través de una muestra de 1.521 consumidores. La recogida de información se realizó a través de un cuestionario online ad hoc centrado en las actitudes de cocreación y el valor de marca percibido. Los resultados permiten concluir que existe un vínculo lo suficientemente sólido como para afirmar que existe una relación entre ambos. También se diferenciaron tres tipos de segmentos en función de los comportamientos y actitudes hacia el proceso de cocreación que desarrollan los consumidores y el valor percibido de las marcas con las que interactúan.
Brand co-creation is an increasingly ingrained consumer behavior and its effects on the purchasing process have become an object of study. However, the link between perceived brand value and co-creation is still little known. This study principally aims to delve into the relationship between perceived brand and the act of co-creation through eWOM, that is, consumers’ recommendations, comments, and participation on the Internet. The research implements a descriptive and explanatory cross-sectional study design through a sample of 1,521 consumers. Information collection was carried out through an ad hoc online questionnaire focused on co-creation attitudes and perceived brand value and found a sufficiently solid link to affirm that there is a relationship between them. We also differentiated three types of behavior and attitudes towards the co-creation process that consumers develop, as well as the attribution of perceived value to brands with which they interact.
Brand co-creation is an increasingly ingrained consumer behavior and its effects on the purchasing process have become an object of study. However, the link between perceived brand value and co-creation is still little known. This study principally aims to delve into the relationship between perceived brand and the act of co-creation through eWOM, that is, consumers’ recommendations, comments, and participation on the Internet. The research implements a descriptive and explanatory cross-sectional study design through a sample of 1,521 consumers. Information collection was carried out through an ad hoc online questionnaire focused on co-creation attitudes and perceived brand value and found a sufficiently solid link to affirm that there is a relationship between them. We also differentiated three types of behavior and attitudes towards the co-creation process that consumers develop, as well as the attribution of perceived value to brands with which they interact.