| Summary: | 博士 === 國立政治大學 === 企業管理研究所 === 102 === Co-creation for brand innovation is an intriguing and rapidly growing trend in today’scompetitive market. Past research emphasize the economic gains of consumer co-creation, with limited research focusing on the psychological effects engendered in the process of consumer co-creation for brand innovation. By using
Stimulus-Organism-Response model(Mehrabian and Russell 1974) as the theoretical framework, present research proposes an integrative framework for synthesizing the distinctive psychological experiences and motivations in the brand co-creation process. The findings elucidate how the psychological underpinnings of consumer brand co-creation activity affect the experiential fabrication of brand co-creation engagement in the value creation process to influence brand behavior. The results indicated that brand–self connection and three experience characteristics of brand co-creation activities (autonomy, competence, and relatedness) facilitate the intrinsic and extrinsic motivation of people to participate in brand co-creation. These motivations facilitate the establishment of brand co-creation engagement, which in turn leads to strengthened brand relationship behavioral intention. Present research exemplifies that well designed brand co-creation contest is a potent mean not only effective in engaging consumers, but also can turn engaged consumers into intangible assets for brand innovation.
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