Is Lancôme perceived as a co-creating brand in Germany and how can the brand leverage on brand value co-creating to engage with consumers?"

• Autor(a) principal: Raditschev, Laura
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/51784
• topic: Co-creation; Brand value; Beauty brands; Lancôme; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The purpose of this Work Project was to explore whether the high-end beauty brand Lancôme is perceived as a co-creating brand in Germany and how it can leverage on brand value co-creation to engage with its consumers. Two studies based on qualitative in-depth interviews with highly interested beauty consumers and with Lancôme managers from Germany were conducted. The research demonstrates that consumers and managers have a different perception of co-creation and that Lancôme is not perceived as a co-creating brand by German consumers. Thus, the insights of this Work Project may assist Lancôme managers in understanding how to engage with consumers by using co-creation.