KOREASCHOLAR

A NEGATIVELY EXPERIENCED CO-CREATION PROCESS AND ITS EFFECTS ON THE EVALUATION OF THE SELF-DESIGNED PRODUCT

Madleen Moritz
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/315162
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Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.1205-1210
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The underlying empirical work aims at examining the consequences of a negative experienced co-creation process. A mediation analysis investigates how and why a negative co-creation experience affects consumers’ product evaluations and reveals that not all production experiences create additional value.

Keyword
co-creationself-designed productnegativeconsumers’ product evaluations
Author
  • Madleen Moritz(University of Technology Braunschweig, Germany)