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Central European Management Journal

Show issue
Year 2018 
Volume 26 
Issue 3

Customer Disposition to Value Co-Creation Activities. The Case of the Clothing Industry

Olga Kolomiiets
Kozminski University

Magdalena Krzyżanowska
Kozminski University

Grzegorz Mazurek
Kozminski University

2018 26 (3) Central European Management Journal

DOI 10.7206/jmba.ce.2450-7814.234

Abstract

Purpose: The willingness of consumers to engage in co-creation activities is affected by multiple factors, including intrinsic motivation, firm-level factors, and expected outcomes of the participation in co-creation process. However, the final decision of customer engagement in co-creation is determined by the level of brand attachment and love experienced by customers, product category, and the type of needs satisfied with the object of co-creation. The current research proposes a holistic view of the abovementioned factors and variables by exploring their relationships and mutual influence.

Methodology: This study analyzes the results of qualitative research on the dynamics between positive client attitude toward a brand and the willingness to engage in co-creation activities.

Results/Findings: The study reveals that the willingness to engage in co-creation activities is strongly related to the level of brand attachment except for when people conduct such activities to experience the process itself. The level of customer satisfaction from participation in co-creation processes influences their future sense of brand love and attachment. Moreover, the way and strength of customer engagement in co-creative projects are affected by the product category. The authors especially stress the importance of a strategic approach toward designing and implementing co-creation projects and the key role of appropriate communication with participants.

References

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  68. Lloyd, A.E. and Luk, S.T. (2010). The devil wears Prada or Zara: A revelation into customer perceived value of luxury and mass fashion brands. Journal of Global Fashion Marketing, 1(3): 129–141, https://doi.org/10.1080/20932685.2010.10593065 [Google Scholar]
  69. Loureiro, S.M.C., Kaufmann, H.R. and Vrontis, D. (2012). Brand emotional connection and loyalty. Journal of Brand Management, 20(1): 13–27, https://doi.org/10.1057/bm.2012.3 [Google Scholar]
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  73. Piller F., Vossen, A. and Ihl, C. (2012). From social media to social product development: the impact of social media on co-creation of innovation. Die Unternehmung, 65(1), https://doi.org/10.5771/0042-059X-2012-1-7 [Google Scholar]
  74. Prahalad, C.K. and Ramaswamy, V. (2004a). Co-creating unique value with customers. Strategy and Leadership, 32(3): 4–9, https://doi.org/10.1108/10878570410699249 [Google Scholar]
  75. Prahalad, C.K. and Ramaswamy, V. (2004b). Co-creation experiences: the next practice in value creation. Journal of Interactive Marketing, 18(3): 5–14, https://doi.org/10.1002/dir.20015 [Google Scholar]
  76. Ryan, R.M. and Deci, E.L. (2000). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American Psychologist, 55(1): 68, https://doi.org/10.1037/0003-066X.55.1.68 [Google Scholar]
  77. Schmitt, B. (2012). The consumer psychology of brands. Journal of Consumer Psychology, 22(1): 7–17, https://doi.org/10.1016/j.jcps.2011.09.005 [Google Scholar]
  78. Schreier, M. (2006). The value increment of mass-customized products: An empirical assessment. Journal of Consumer Behaviour, 5(4): 317–327, https://doi.org/10.1002/cb.183 [Google Scholar]
  79. Vargo, S.L. and Lusch, R.F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68: 1–17, https://doi.org/10.1509/jmkg.68.1.1.24036 [Google Scholar]
  80. Vargo, S.L. and Lusch, R.F. (2008). Service Dominant Logic: Continuing the Evolution. Journal of the Academy of Marketing Science, 36(1): 1–10, https://doi.org/10.1007/s11747-007-0069-6 [Google Scholar]
  81. Vershofen, W. (1959). Die Marktentnahme als Kernstück der Wirtschaftsforschung. Berlin: Heymanns [Google Scholar]
  82. Zwass, V. (2010). Co-creation: Toward a taxonomy and an integrated research perspective. International Journal of Electronic Commerce, 15(1): 11–48, https://doi.org/10.2753/JEC1086-4415150101 [Google Scholar]
  83. Aarikka-Stenroos, L. and Jaakkola, E. (2012). Value co-creation in knowledge intensive business services: a dyadic perspective on the joint problem-solving process. Industrial Marketing Management, 41(1): 15–26, https://doi.org/10.1016/j.indmarman.2011.11.008 [Google Scholar]
  84. Ahuvia, A.C. (2005). Beyond the extended self: loved objects and consumers’ identity narratives. Journal of Consumer Research, 32(1): 171–184, https://doi.org/10.1086/429607 [Google Scholar]
  85. Bandura, A. (1995). Self-Efficacy in Changing Societies. Cambridge: Cambridge University Press, https://doi.org/10.1017/CBO9780511527692 [Google Scholar]
  86. Batra, R., Ahuvia, A. and Bagozzi, R.P. (2012). Brand Love. Journal of Marketing, 76(2): 1–16, https://doi.org/10.1509/jm.09.0339 [Google Scholar]
  87. Bharti, K., Agrawa, R. and Sharma, V. (2015). Value co-creation. Literature review and proposed conceptual framework. International Journal of Market Research, 57(4): 571–604, https://doi.org/10.2501/IJMR-2015-012 [Google Scholar]
  88. Bosson, J.K., Swann, W.B.Jr. and Pennebaker, J.W. (2000). Stalking the Perfect Measure of Implicit Self-esteem: The Blind Men and the Elephant Revisited? Journal of Personality and Social Psychology, 79(4): 631–43, https://doi.org/10.1037/0022-3514.79.4.631 [Google Scholar]
  89. Brodie, R., Hollebeek, L., Juric, B. and Ilic, A. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66: 105–114, https://doi.org/10.1016/j.jbusres.2011.07.029 [Google Scholar]
  90. Carroll, B.A. and Ahuvia, A.C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2): 79–89, https://doi.org/10.1007/s11002-006-4219-2 [Google Scholar]
  91. Chen, L., Marsden, J.R., Zhang Z. (2012). Theory and analysis of company-sponsored value co-creation. Journal od Management Information System, 29: 141–172, https://doi.org/10.2753/MIS0742-1222290206 [Google Scholar]
  92. Corbin, J. and Strauss, A. (1990). Grounded Theory Research: Procedures, Canons, and Evaluative Criteria. Qualitative Sociology, 13(1): 3–21, https://doi.org/10.1007/BF00988593 [Google Scholar]
  93. Deci, E.L. and Ryan, R.M. (1985). Self-Determination. Hoboken, NJ: John Wiley and Sons, Inc. [Google Scholar]
  94. Deci, E.L. and Ryan, R.M. (2000). The ‘What’ and ‘Why’ of Goal Pursuits: Human Needs and the Self- -determination of Behavior. Psychological Inquiry, 11(4): 227–68, https://doi.org/10.1207/S15327965PLI1104_01 [Google Scholar]
  95. Edvardsson, B., Tronvoll, B. and Gruber, T. (2011). Expanding understanding of service exchange and value co-creation: a social construction approach. Journal of the Academy of Marketing Science, 39(2): 327–339, https://doi.org/10.1007/s11747-010-0200-y [Google Scholar]
  96. Füller, J., Hutter, K. and Fries, M. (2012). Crowdsourcing for goodness sake: Impact of incentive preference on contribution behaviour for social innovation. Advances in International Marketing, 11(23): 137–159, https://doi.org/10.1108/S1474-7979(2012)0000023010 [Google Scholar]
  97. Gallarza, M.G., Saura, I.G. and Holbrook M.B. (2011). The value of value: Further excursions on the meaning and role of customer value. Journal of Consumer Behaviour, 10: 179–191, https://doi.org/10.1002/cb.328 [Google Scholar]
  98. Gebauer H., Johnson M. and Enquist, B. (2010). Value co-creation as a determinant of success in public transport services: a study of the Swiss Federal Railway operator (SBB). Managing Service Quality, 20(6): 511–530, https://doi.org/10.1108/09604521011092866 [Google Scholar]
  99. Greenwald, A.G. and Banaji, M.R. (1995). Implicit social cognition: Attitudes, self-esteem, and stereotypes. Psychological Review, 102: 1–27, https://doi.org/10.1037/0033-295X.102.1.4 [Google Scholar]
  100. Grönroos, C. (2008). Service logic revisited: who Creates Value? And who co-creates? European Business Review, 20(4): 298–314, https://doi.org/10.1108/09555340810886585 [Google Scholar]
  101. Heine, K. (2012). The concept of luxury brands, Imprint, http://www.conceptofluxurybrands.com (15.03.2017). [Google Scholar]
  102. Hennig-Thurau, T. (2004). Customer orientation of service employees. International Journal of Service Industry Management, 15(5): 460–478, https://doi.org/10.1108/09564230410564939 [Google Scholar]
  103. Hsieh, S.H. and Chang, A. (2016). The psychological mechanism of brand co-creation engagement. Journal of Interactive Marketing, 33: 13–26, https://doi.org/10.1016/j.intmar.2015.10.001 [Google Scholar]
  104. Hoyer, W.D., Chandy R., Dorotic M., Krafft, M. and Singh, S.S. (2010). Consumer Co-creation in New Product Development. Journal of Service Research, 13(3): 283–296, https://doi.org/10.1177/1094670510375604 [Google Scholar]
  105. Kaplan, A. And Mazurek, G. (2018). Social Media. In: B. Mierzejewska, J. Jung and A. Albarran (eds.), 2nd Handbook of Media Management and Economics. Routledge. [Google Scholar]
  106. Kaufmann, H.R., Correia Loureiro, S.M. and Manarioti, A. (2016). Exploring behavioural branding, brand love and brand co-creation. Journal of Product & Brand Management, 25(6): 516–526, https://doi.org/10.1108/JPBM-06-2015-0919 [Google Scholar]
  107. Kollock, P. (1999). The economies of online cooperation: gifts and public goods in cyberspace, in Communities in Cyberspace. London: Routledge Press. [Google Scholar]
  108. Lerner, J. and Tirole, J. (2002). Some simple economics of open source. Journal of Industrial Economics, 50(2): 197–234, https://doi.org/10.1111/1467-6451.00174 [Google Scholar]
  109. Lloyd, A.E. and Luk, S.T. (2010). The devil wears Prada or Zara: A revelation into customer perceived value of luxury and mass fashion brands. Journal of Global Fashion Marketing, 1(3): 129–141, https://doi.org/10.1080/20932685.2010.10593065 [Google Scholar]
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Kolomiiets, O. , Krzyżanowska, M. , & Mazurek, G.. (2018). Customer Disposition to Value Co-Creation Activities. The Case of the Clothing Industry. Central European Management Journal, 26(3), 30-48. https://doi.org/10.7206/jmba.ce.2450-7814.234 (Original work published 2018)

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Kolomiiets, O. , et al. “Customer Disposition To Value Co-Creation Activities. The Case Of The Clothing Industry”. 2018. Central European Management Journal, vol. 26, no. 3, 2018, pp. 30-48.

Chicago style

Kolomiiets, Olga , Magdalena Krzyżanowska, and Grzegorz Mazurek. “Customer Disposition To Value Co-Creation Activities. The Case Of The Clothing Industry”. Central European Management Journal, Central European Management Journal, 26, no. 3 (2018): 30-48. doi:10.7206/jmba.ce.2450-7814.234.