Brand Co-creation in the Saudi Telecommunication Sector: Antecedents and Consequences from Customer Perspective
Saleh, Mahmoud . 2018
Brand co-creation has been a crucial concept in contemporary marketing. The growing interest in co-creation had its impact on business research efforts as a support mechanism for developing the firm’s brands to meet its customer requirements and enhance the company’s competitive advantage. This research investigates the relationships between customers’ brand co-creation and its antecedents (brand engagement, brand self-congruity, and brand involvement) and consequences (brand value and brand loyalty). A sample of 428 participants was selected from the three telecommunication firms’ customers in Saudi Arabia. Saudi Telecommunication Company (STC), Mobily, and Zain are the surveyed brands. SEM-AMOS was used to test the study hypotheses. The findings of the study revealed that customers who are engaged, involved, and selfcongruent with the brands have increased their effectiveness in brand co-creation activities. Moreover, their participation in brand co-creation enhanced their perception about the brand value and made them more loyal to the brands.
Consumers’ loyalty to a brand has become a big challenge for organizations worldwide. The challenge lies in understanding how consumers form self-connection with brands. Brand association of…
Purpose – So far, whether customers’ involvement strengthens or weakens the process of service recovery has remained unclear. Filling this gap, this study aims to investigate the effect of…
The current study investigates the mediation effect of value-co-creation on customer engagement and positive e-WOM in a competitive Saudi Arabian market. An attempt to illustrate the factors…