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"Customer brand engagement and co-production: an examination of key bou" by Riza Casidy, Civilai Leckie et al.

Purpose: Digital platforms have transformed how brands engage with collaborative consumption actors, such as prosumers. This study aims to examine the role of customer innovativeness and perceived economic value as important boundary conditions on the effects of customer brand engagement behavior on co-production, which subsequently influences customer satisfaction. Design/methodology/approach: The authors test the model using survey data from 430 users of a digital platform (i.e. UBER) in Austr...
Eco Production Customer Behavior Ustomer Brand Engagement Behavior Ustomer Innovativeness Customer Satisfaction Digital Platforms
Source: uow.edu.au

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