Unpacking the relationship between co-creation and brand equity: A multi-study approach

Whilst some studies have shown that co-creation positively influences brand equity, others have found only marginal or even negative effects, and several failure cases of co-creation have been reported. To overcome the confusion generated by mixed findings, this paper unpacks the relationship betwee...

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Autores: Markovic, Stefan, Iglesias, Oriol, Torres, Anna, Rivera Torres, María Pilar, Koporcic, Nikolina
Tipo de recurso: artículo
Fecha de publicación:2025
País:España
Institución:Universitat Ramon Llull (URL)
Repositorio:DAU Arxiu Digital de la Universitat Ramon Llull
OAI Identifier:oai:dnet:dau_________::a668cd9d27d87866adc6958651aff77c
Acceso en línea:http://hdl.handle.net/20.500.14342/6283
https://doi.org/10.1111/emre.70030
Access Level:acceso abierto
Palabra clave:Brand equity
Co-creation
Customer affective commitment
Customer trust
Services brands
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spelling Unpacking the relationship between co-creation and brand equity: A multi-study approachMarkovic, StefanIglesias, OriolTorres, AnnaRivera Torres, María PilarKoporcic, NikolinaBrand equityCo-creationCustomer affective commitmentCustomer trustServices brandsWhilst some studies have shown that co-creation positively influences brand equity, others have found only marginal or even negative effects, and several failure cases of co-creation have been reported. To overcome the confusion generated by mixed findings, this paper unpacks the relationship between co-creation and brand equity, considering two variables relevant to any co-creation process as potential mediators: customer trust and customer affective commitment. In Study 1, we used survey data from 2008 customers of financial services brands. Study 2 consisted of a randomized lab experiment with 183 participants related to financial and hospitality services brands. Both studies converge in showing that co-creation does not have a direct effect on brand equity. Rather, this effect is either fully mediated by customer trust or follows the mediated path through customer trust and then customer affective commitment. These results open interesting avenues for further research regarding the potential use of co-creation.info:eu-repo/semantics/publishedVersionJohn Wiley & Sons Ltd.Universitat Ramon Llull. Esade202620262025info:eu-repo/semantics/article24 p.application/pdfhttp://hdl.handle.net/20.500.14342/6283https://doi.org/10.1111/emre.70030reponame:DAU Arxiu Digital de la Universitat Ramon Llullinstname:Universitat Ramon Llull (URL)InglésEuropean Management Review© L'autor/aAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:dnet:dau_________::a668cd9d27d87866adc6958651aff77c2026-06-21T06:40:37Z
dc.title.none.fl_str_mv Unpacking the relationship between co-creation and brand equity: A multi-study approach
title Unpacking the relationship between co-creation and brand equity: A multi-study approach
spellingShingle Unpacking the relationship between co-creation and brand equity: A multi-study approach
Markovic, Stefan
Brand equity
Co-creation
Customer affective commitment
Customer trust
Services brands
title_short Unpacking the relationship between co-creation and brand equity: A multi-study approach
title_full Unpacking the relationship between co-creation and brand equity: A multi-study approach
title_fullStr Unpacking the relationship between co-creation and brand equity: A multi-study approach
title_full_unstemmed Unpacking the relationship between co-creation and brand equity: A multi-study approach
title_sort Unpacking the relationship between co-creation and brand equity: A multi-study approach
dc.creator.none.fl_str_mv Markovic, Stefan
Iglesias, Oriol
Torres, Anna
Rivera Torres, María Pilar
Koporcic, Nikolina
author Markovic, Stefan
author_facet Markovic, Stefan
Iglesias, Oriol
Torres, Anna
Rivera Torres, María Pilar
Koporcic, Nikolina
author_role author
author2 Iglesias, Oriol
Torres, Anna
Rivera Torres, María Pilar
Koporcic, Nikolina
author2_role author
author
author
author
dc.contributor.none.fl_str_mv Universitat Ramon Llull. Esade
dc.subject.none.fl_str_mv Brand equity
Co-creation
Customer affective commitment
Customer trust
Services brands
topic Brand equity
Co-creation
Customer affective commitment
Customer trust
Services brands
description Whilst some studies have shown that co-creation positively influences brand equity, others have found only marginal or even negative effects, and several failure cases of co-creation have been reported. To overcome the confusion generated by mixed findings, this paper unpacks the relationship between co-creation and brand equity, considering two variables relevant to any co-creation process as potential mediators: customer trust and customer affective commitment. In Study 1, we used survey data from 2008 customers of financial services brands. Study 2 consisted of a randomized lab experiment with 183 participants related to financial and hospitality services brands. Both studies converge in showing that co-creation does not have a direct effect on brand equity. Rather, this effect is either fully mediated by customer trust or follows the mediated path through customer trust and then customer affective commitment. These results open interesting avenues for further research regarding the potential use of co-creation.
publishDate 2025
dc.date.none.fl_str_mv 2025
2026
2026
dc.type.none.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/20.500.14342/6283
https://doi.org/10.1111/emre.70030
url http://hdl.handle.net/20.500.14342/6283
https://doi.org/10.1111/emre.70030
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv European Management Review
dc.rights.none.fl_str_mv © L'autor/a
Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv © L'autor/a
Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 24 p.
application/pdf
dc.publisher.none.fl_str_mv John Wiley & Sons Ltd.
publisher.none.fl_str_mv John Wiley & Sons Ltd.
dc.source.none.fl_str_mv reponame:DAU Arxiu Digital de la Universitat Ramon Llull
instname:Universitat Ramon Llull (URL)
instname_str Universitat Ramon Llull (URL)
reponame_str DAU Arxiu Digital de la Universitat Ramon Llull
collection DAU Arxiu Digital de la Universitat Ramon Llull
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,812429

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