How brand coolness influences customers' willingness to co-create? : the mediating effect of customer inspiration and the moderating effect of customer interaction
Fan Zhang, Huan Li, Zewei Xue, Jiaxun He
| Year of publication: |
2024
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| Authors: | Zhang, Fan ; Li, Huan ; Xue, Zewei ; He, Jiaxun |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 31.2024, 6, p. 632-648
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| Subject: | Brand coolness | Brand innovation | Customer inspiration | Customer interaction | Value co-creation | Kundenintegration | Customer integration | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Kundenwert | Customer value | Markenartikel | Brand | Produktentwicklung | New product development | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-024-00364-x [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015192492