Titre : |
To what extent does product co-creation positively influence the OBBE (observer-based brand equity) of food companies on Facebook? |
Type de document : |
Mémoire |
Auteurs : |
Claudia FERREIRA, Auteur |
Année de publication : |
2019 |
Importance : |
29 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management RESEAU SOCIAL ; WEBMARKETING ; MARKETING PARTICIPATIF ; AGROALIMENTAIRE SECTEUR
|
Résumé : |
This paper contributes to the few existing researches about the relationship between co-creation and observer-based brand equity (OBBE). More specifically it shows the effect product co-creation in the food business can have on the brand equity of observers. It focuses only on Facebook as it is a trendy method to engage customers and it is the main media used by food companies. Thus, our research question is: To what extent does product co-creation positively influence the OBBE of food companies on Facebook? We have tested several hypotheses in a quantitative methodology to verify: if the relationship product co-creation and OBBE is positive and if it can be mediated by the participant’s integration in the process or the brand familiarity. We have found that there is indeed a positive relationship between product co-creation and OBBE. However, even if the means tend to confirm the hypotheses, there was no significant difference to validate that the familiarity or the strength of integration of participants can mediate this effect. |
Note de contenu : |
Bibliographie p. 26-29 |
Programme : |
PGE-Reims |
Spécialisation : |
Marketing |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=494620 |