Enhancing customer value co-creation through online brand interactivity: A comparative analysis of search-hedonic and experience-hedonic products

Enhancing customer value co-creation through online brand interactivity: A comparative analysis of search-hedonic and experience-hedonic products

This study investigates how online brand interactivity fosters customer value co-creation, a collaborative process in which consumers actively contribute to co-creating value, by enhancing brand experiences at both individual and community levels. Specifically, the study compares the influence of on...

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Bibliographic Details
Main Authors: Rae Secioria, Adi Zakaria Afiff, Sri Rahayu Hijrah Hati, Muhammad Gunawan Alif
Format: Article
Language:English
Published: LLC "CPC "Business Perspectives" 2025-02-01
Series:Innovative Marketing
Subjects:
brand community experience
digital platforms
hedonic products
individual brand experience
value co-creation
Online Access:https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21569/IM_2025_01_Secioria.pdf
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https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21569/IM_2025_01_Secioria.pdf

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