Co-creation and brand happiness: insights from a Korean perspective

• Published in: The Journal of consumer marketing Vol. 41; no. 5; pp. 540 - 548
• Main Author: Nobi, Benjamin
• Format: Journal Article
• Language: English
• Published: Santa Barbara Emerald Publishing Limited 30.07.2024; Emerald Group Publishing Limited
• Subjects: Affect (Psychology); Brand loyalty; Collaboration; Consumer behavior; Consumers; Customer satisfaction; Emotions; Empowerment; Happiness; Influence; Joint products; Marketing; Participation; Perceptions; Social responsibility; Value creation; Brand social responsibility; Brand happiness; Personal expressiveness; Co-creation

Purpose Extant literature has extensively explored the factors driving consumer emotions. This study aims to contribute to the ongoing discourse by elucidating the influence of co-creation on consumer emotions. Specifically, this investigation seeks to probe how co-creation activities, orchestrated...