Perceived brand value and brand co-creation attitudes through eWOM: a typology of co-creator digital users

• Autores: Díaz Soloaga, Paloma, Carcelén García, Sonia Laura, Díaz-Bustamante Ventisca, Mónica
• Formato: artículo
• Fecha de Publicación: 2023
• Institución: Universidad de Piura
• Repositorio: Revista de Comunicación
• Lenguaje: inglés
• OAI Identifier: oai:revistas.udep.edu.pe:article/3075
• Enlace del recurso: https://revistadecomunicacion.com/article/view/3075
• Nivel de acceso: acceso abierto
• Materia: valor percibido de marca; eWOM; tipología de consumidores; análisis cluster; perceived brand value; consumer segmentation; cluster analysis

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.