The Influence of App Users’ Perceived Brand Co-Creation Benefits When Conducting Feedback on Its Feedback Intention

Qiaomin LI

Abstract


In the seriously competitive market, especially TMT industry, brand co-creation has been a focus of firms. Past studies focus on the economic gains of co-creation, but have little knowledge on the motivation and psychological reasons behind it, which has restricted the development of co-creation research. And they also neglected that the reasons may differ in different circumstances. This paper is going to see it from a particular perspective- the process of user’s feedback on App, by adapting the Self-determination Theory and Implicit Self-esteem Theory, and constructing a psychological mechanism that consist of perceived competence and brand co-creation engagement to find the reasons behind. We found that perceived competence can positively influence customer and brand relationship by improving brand co-creation engagement. In reality, this paper can help TMT industry firms to build a better feedback channel so that to improve the brand, and its relationship with customers.


Keywords


App feedback; Co-creation; Engagement; Perceived competence

Full Text:

PDF

References


Arruda-Filho, E. J. M., Cabusas, J. A., & Dholakia, N. (2010). Social behavior and brand devotion among iPhone innovators. International Journal of Information Management, 30(6), 475-480.

Baumeister, R. F., & Leary, M. R. (1995). The need to belong: Desire for interpersonal attachments as a fundamental human motivation. Psychological Bulletin, 117(3), 497-529.

Bendapudi, N., & Leone, R. P. (2003). Psychological implications of customer participation in co-production. Journal of Marketing, 67(1), 14-28.

Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230.

Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.

Burmann, C., & Zeplin, S. (2005). Building brand commitment: A behavioural approach to internal brand management. Journal of Brand Management, 12(4), 279-300.

Csikszentmihalyi, M. (1990). Flow: Thepsychologyofoptimalexperience. Design Issues, 8(1), 75-77.

Deci, E. L., & Ryan, R. M. (1980). The empirical exploration of intrinsic motivational processes 1. Advances in Experimental Social Psychology, 13(08), 39-80.

Deci, E. L., & Ryan, R. M. (1987). The support of autonomy and the control of behavior. Journal of Personality & Social Psychology, 53(6), 1024-1037.

Deci, E. L., & Ryan, R. M. (2000). The ‘‘what’’ and ‘‘why’’ of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11(4), 227-268.

Fang, E., Palmatier, R. W., Evans, K. R. (2008). Influence of customer participation on creating and sharing of new product value. Journal of the Academy of Marketing Science, 36(3), 322-336.

Fang, E., Palmatier, R. W., & Evans, K. R. (2008). Influence of customer participation on creating and sharing of new product value. Journal of the Academy of Marketing Science, 36(3), 322-336.

Fisher, C. D. (1978). The effects of personal control, competence, and extrinsic reward systems on intrinsic motivation. Organizational Behavior & Human Performance, 21(3), 273-288.

Fuchs, C., Prandelli, E., & Schreier, M. (2010). The psychological effects of empowerment strategies on consumers’ product demand. Journal of Marketing, 74(1), 65-79.

Füller, J. (2010). Refining virtual co-creation from a consumer perspective. California Management Review, 52(2), 98-122.

Füller, J., Hutter, K., & Fries, M. (2012). Crowdsourcing for Goodness Sake: Impact of incentive preference on contribution behavior for social innovation. Advances in International Marketing, 23, 137-159.

Hatch, M. J., & Schultz, M. (2010). Toward a theory of brand co-creation with implications for brand governance. Journal of Brand Management, 17(8), 590-604.

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.

Hoyer, W. D., Dorotic, M., Krafft, M., Singh, S. S., & Chandy, R. (2010). Consumer cocreation in new product development. Journal of Service Research, 13(3), 283-296.

Hsieh, S. H., & Chang, A. (2016). The psychological mechanism of brand co-creation engagement. Journal of Interactive Marketing, 33, 13-26.

Huston, L. (2006). Connect and develop: Inside procter & gamble’s new model for innovation. Harvard Business Review, 84, 58-66.

Kahn, W. A. (1990). Psychological conditions of personal engagement and disengagement at work. Academy of Management Journal, 33(4), 692-724.

Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or overvalued customers: Capturing total customer engagement value. Journal of Service Research, 13(3), 297-310.

Lane, V., & Jacobson, R. (1997). The reciprocal impact of brand leveraging: Feedback effects from brand extension evaluation to brand evalution. Marketing Letters, 8(3), 261-271.

Laroche, M., Kim, C., & Zhou, L. (1996). Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context. Journal of Business Research, 37(2), 115-120.

Lerner, J., & Tirole, J. (2002). Some simple economics of open source. Journal of Industrial Economics, 50(2), 197-234.

Magnusson, P. R., Matthing, J., & Kristensson, P. (2003). Managing user involvement in service innovation experiments with innovating end users. Journal of Service Research, 6(2), 111-124.

Meyer, J. P., & Marylène, G. (2008). Employee engagement from a self-determination theory perspective. Industrial & Organizational Psychology, 1(1), 60-62.

Milberg, S. J., Park, C. W., & Mccarthy, M. S. (1997). Managing negative feedback effects associated with brand extensions: The impact of alternative branding strategies. Journal of Consumer Psychology, 6(2), 119-140.

Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9-10), 919-925.

Muniz, A. M., & Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412-432.

Myer, J. P., Becker, T. E., & Vandenberghe, C. (2004). Employee commitment and motivation: A conceptual analysis and integrative model. Journal of Applied Psychology, 89(6), 991-1007.

Nambisan, S., & Baron, R. A. (2007). Interactions in virtual customer environments: Implications for product support and customer relationship management. Journal of Interactive Marketing, 21(2), 42-62.

Nambisan, S., & Baron, R. A. (2009). Virtual customer environments: Testing a model of voluntary participation in value co-creation activities. Journal of Product Innovation Management, 26(4), 388-406.

Nbsp, A., Nbsp, C., & Ahuvia. (2005). Beyond the extended self: Loved objects and consumers’ identity narratives. Journal of Consumer Research, 32(1), 171-184.

Park, C. W., Macinnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2013). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17.

Park, C. W., & Macinnis, D. J. (2006). What’s in and what’s out: Questions on the boundaries of the attitude construct. Journal of Consumer Research, 33(1), 16-18.

Pitt, L. F., Watson, R. T., Berthon, P., Wynn, D., & Zinkhan, G. (2006). The Penguin’s window: Corporate brands from an open-source perspective. Journal of the Academy of Marketing Science, 34(2), 115-127.

Poetz, M. K., & Schreier, M. (2012). The value of crowdsourcing: Can users really compete with professionals in generating new product ideas? Journal of Product Innovation Management, 29(2), 245-256.

Prahalad, C. K., Ramaswamy, V., & Nakajima, Y. (2000). Co-opting customer competence. Harvard Business Review, 78(1).

Robertson, K., & Robertson, K. (2010). The making and breaking of affectional bonds. Bmj, 338.

Schaufeli, W. B., Bakker, A. B., & Salanova, M. (2006). The measurement of work engagement with a short questionnaire a cross-national study. Educational & Psychological Measurement, 66(4), 701-716.

Seraj, M. (2012). We create, we connect, we respect, therefore we are: Intellectual, social, and cultural value in online communities. Journal of Interactive Marketing, 26(4), 209-222.

Thomson, M., Macinnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91.

Thorbjørnsen, H. (2005). Brand extensions: Brand concept congruency and feedback effects revisited. Journal of Product & Brand Management, 14(4), 250-257.

Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17.

Vargo, S. L., Gummesson, E., & Lusch, R. F. (2010). Transitioning from service management to service-dominant logic: Observations and recommendations. International Journal of Quality & Service Sciences, 2(1), 8-22.

Webster, J., & Ho, H. (1997). Audience engagement in multimedia presentations. Acm Sigmis Database, 28(2), 63-77.

Wellins, R. S., & Concelman, J. (2005). Personal engagement: Driving growth at the SEE-Level. Catalyst (Spring).

White, R. W. (1959). Motivation reconsidered: The concept of competence. Psychological Review, 66(5), 297-333.

Yen, H., Hsu, S., & Huang, C. Y. (2011). Good soldiers on the Web: Understanding the drivers of participation in online communities of consumption. International Journal of Electronic Commerce, 15(4), 89-120.




DOI: http://dx.doi.org/10.3968/9690

Refbacks

  • There are currently no refbacks.


Copyright (c) 2017 Qiaomin LI

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.


Share us to:   


Reminder

  • How to do online submission to another Journal?
  • If you have already registered in Journal A, then how can you submit another article to Journal B? It takes two steps to make it happen:

1. Register yourself in Journal B as an Author

  • Find the journal you want to submit to in CATEGORIES, click on “VIEW JOURNAL”, “Online Submissions”, “GO TO LOGIN” and “Edit My Profile”. Check “Author” on the “Edit Profile” page, then “Save”.

2. Submission

  • Go to “User Home”, and click on “Author” under the name of Journal B. You may start a New Submission by clicking on “CLICK HERE”.


We only use three mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases: caooc@hotmail.com; ibm@cscanada.net; ibm@cscanada.org

 Articles published in International Business and Management are licensed under Creative Commons Attribution 4.0 (CC-BY).

 INTERNATIONAL BUSINESS AND MANAGEMENT Editorial office

Address: 9375 Rue de Roissy Brossard, Québec, J4X 3A1, Canada 
Telephone: 1-514-558 6138 
Website: Http://www.cscanada.net Http://www.cscanada.org 
E-mailcaooc@hotmail.com

Copyright © 2010 Canadian Research & Development Centre of Sciences and Cultures