Designing a model of brand co-creation behavior with the customer with emphasis on antecedents, factors and consequences

Document Type : علمی - پژوهشی

Authors

1 Associate Professor, Department of Business Management, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran

2 Faculty member and associate professor, faculty of management and accounting.Allameh Tabataba'i univesity

3 Faculty of Management & Accounting,University of Allameh Tabatabaii,Tehran,Iran

4 PhD Student in Business Management, Department of Business Management, Allameh Tabatabai University, Tehran, Iran.

Abstract

Abstract
Objective: focusing on the brand and its different aspects have been considered by researchers from the past to the present. In today's competitive markets, the brands have been able to survive that benefit from customers’ opinions through constructive communication. This study aims to design a model of brand co-creation behavior with the customers.
Method: This research is applied development in terms of purpose, and its study approach is qualitative and exploratory in nature. The meta-synthesis method has been used to design the model in this research.
Findings: By reviewing previous researches in seven stages of the meta-synthesis process and categorizing and analyzing researches in the form of 3 categories, 10 concepts, and 37 codes, a model of brand co-creation behavior including antecedents, co-creation behavior factors, and consequences Presented.
Results: The results showed that today, customers can create highly commercially attractive ideas and become a kind of business partner, thus meeting the broad needs of customers.

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History

  • Receive Date: 17 December 2021
  • Revise Date: 28 April 2022
  • Accept Date: 29 April 2022

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