Achieving Brand Engagement and Brand Equity Through Co-creation Process. (November 2022)

• Record Type: Journal Article
• Authors: Pereira, Teresa; Loureiro, Sandra Maria Correia; Sarmento, Eduardo Moraes
• Is Part Of: Journal of creative communications. Volume 17:Number 3(2022)
• Page Start: 303
• Page End: 318
• Publication Date: 2022-11
• Subjects: Real-time marketing -- user-generated content -- brand engagement -- brand equity -- marketing communications -- social networks; Communication -- Periodicals; Mass media -- Periodicals; Information theory -- Periodicals; 302.2305
• DOI: 10.1177/09732586221083862
• Languages: English
• ISSNs: 0973-2586

Abstract

The current study investigates real-time marketing as one strategy for businesses to take advantage of this social and technologic ecosystem. The challenge of a more social and connected consumer is that they engage on online conversations, trends and things. The goal is to analyse the relationship among co-creation, user-generated content (UGC), brand equity and brand engagement. The proposed model revealed a good fit and proved the antecedent role of co-creation on UGC that, in turn, positively influence brand equity and engagement. This study proves that real-time marketing leads to situations of increased UGC—complementing previous findings—and it addresses the gap in the literature proving that real-time marketing leads to situations of increased brand equity and brand engagement.