Know your perceived expertise! : how to foster future sales strategies with stakeholder co-creation by the example of complex products
Autor(a) principal: | |
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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/10400.14/25926 |
Resumo: | Compared to other generations Millennials are relatively little loyal to brands but search for brands and products that suit their lifestyle and character. Hence, it is crucial for managers to know how to gain their attention and what convinces them to purchase and recommend. The present research investigates Millennials’ attitude towards stakeholder co-creation. Namely brand perceptions and behavioral intentions are investigated. Whereas former studies of co-creation mainly focused on investigating user co-creation, this study compares the out-come of communicating products as co-created by stakeholders with different perceived lev-els of expertise for complex products. Moreover, it aims to analyze the mediating effect of co-actors’ perceived expertise, which predicts Millennials’ behavioral intentions. The hypotheses are tested in a single factor, independent group, between-subjects experiment, using three levels of perceived expertise for the factor co-actor and one control group repre-senting generic design. The data was collected with an online questionnaire on Qualtrics, quantifying respondents’ perception of brand uniqueness, innovation ability, and their inten-tions to buy and recommend. The findings indicate that brands, offering complex products, which are labeled as co-created, are perceived as more innovative and unique than brands with generic design. At the same time those perceptions partially influence behavioral intentions. Interestingly, results reveal that expertise is a mediator of behavioral intentions. Thus, the study suggests to managers that knowing Millennial consumers’ perception about the expertise level of co-actors is crucial for the success of communication strategies. |
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Know your perceived expertise! : how to foster future sales strategies with stakeholder co-creation by the example of complex productsCo-creationProduct innovationPerceived expertiseBehavior intentionBrand perceptionLabelingMillennialsComplex productsCocriaçãoInovação de produtoPerceção de conhecimentoIntenção de comportamentoPerceção da marcaRotulagemProdutos complexosDomínio/Área Científica::Ciências Sociais::Economia e GestãoCompared to other generations Millennials are relatively little loyal to brands but search for brands and products that suit their lifestyle and character. Hence, it is crucial for managers to know how to gain their attention and what convinces them to purchase and recommend. The present research investigates Millennials’ attitude towards stakeholder co-creation. Namely brand perceptions and behavioral intentions are investigated. Whereas former studies of co-creation mainly focused on investigating user co-creation, this study compares the out-come of communicating products as co-created by stakeholders with different perceived lev-els of expertise for complex products. Moreover, it aims to analyze the mediating effect of co-actors’ perceived expertise, which predicts Millennials’ behavioral intentions. The hypotheses are tested in a single factor, independent group, between-subjects experiment, using three levels of perceived expertise for the factor co-actor and one control group repre-senting generic design. The data was collected with an online questionnaire on Qualtrics, quantifying respondents’ perception of brand uniqueness, innovation ability, and their inten-tions to buy and recommend. The findings indicate that brands, offering complex products, which are labeled as co-created, are perceived as more innovative and unique than brands with generic design. At the same time those perceptions partially influence behavioral intentions. Interestingly, results reveal that expertise is a mediator of behavioral intentions. Thus, the study suggests to managers that knowing Millennial consumers’ perception about the expertise level of co-actors is crucial for the success of communication strategies.Em comparação com outras gerações, os Millennials são relativamente pouco fiéis às marcas, mas procuram marcas e produtos que se adequem ao seu estilo de vida e caráter. Portanto, é crucial que os gestores saibam como captar a sua atenção e o que os convence a comprar e recomendar. A presente pesquisa investiga a atitude dos Millennials em relação à cocriação das partes in-teressadas. Ou seja, perceções da marca e intenções comportamentais são investigadas. Con-siderando que os estudos anteriores de cocriação se concentraram principalmente na investi-gação da cocriação de indivíduos, este estudo compara o resultado de produtos de comuni-cação como cocriado pelas partes interessadas com diferentes níveis de conhecimento para produtos complexos. Além disso, visa analisar o efeito mediador do nível de conhecimento dos coatores, que prevê as intenções comportamentais dos Millennials. As hipóteses são testadas num único fator, grupo independente, utilizando três níveis de conhecimento para o fator coator e um grupo de controle representando o design genérico. Os dados foram recolhidos através de um questionário on-line sobre a Qualtrics, quantificando a perceção dos entrevistados sobre a singularidade da marca, a capacidade de inovação e suas intenções de comprar e recomendar. Os resultados indicam que as marcas, oferecendo produtos complexos, que são rotulados co-mo cocriados, são tidas como mais inovadoras e exclusivas do que marcas com design genéri-co. Ao mesmo tempo, essas perceções influenciam parcialmente as intenções comportamen-tais. Curiosamente, os resultados revelam que o conhecimento é um mediador das intenções comportamentais. Assim, o estudo sugere aos gestores que conhecer a perceção dos consumi-dores Millennials sobre o nível de conhecimento dos coatores é crucial para o sucesso das estratégias de comunicação.Costa, Cláudia Isabel de SousaVeritati - Repositório Institucional da Universidade Católica PortuguesaBosnjak, Marina2018-11-05T08:47:04Z2018-10-2220182018-10-22T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/25926TID:201990482enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:31:22Zoai:repositorio.ucp.pt:10400.14/25926Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:20:43.390721Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Know your perceived expertise! : how to foster future sales strategies with stakeholder co-creation by the example of complex products |
title |
Know your perceived expertise! : how to foster future sales strategies with stakeholder co-creation by the example of complex products |
spellingShingle |
Know your perceived expertise! : how to foster future sales strategies with stakeholder co-creation by the example of complex products Bosnjak, Marina Co-creation Product innovation Perceived expertise Behavior intention Brand perception Labeling Millennials Complex products Cocriação Inovação de produto Perceção de conhecimento Intenção de comportamento Perceção da marca Rotulagem Produtos complexos Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Know your perceived expertise! : how to foster future sales strategies with stakeholder co-creation by the example of complex products |
title_full |
Know your perceived expertise! : how to foster future sales strategies with stakeholder co-creation by the example of complex products |
title_fullStr |
Know your perceived expertise! : how to foster future sales strategies with stakeholder co-creation by the example of complex products |
title_full_unstemmed |
Know your perceived expertise! : how to foster future sales strategies with stakeholder co-creation by the example of complex products |
title_sort |
Know your perceived expertise! : how to foster future sales strategies with stakeholder co-creation by the example of complex products |
author |
Bosnjak, Marina |
author_facet |
Bosnjak, Marina |
author_role |
author |
dc.contributor.none.fl_str_mv |
Costa, Cláudia Isabel de Sousa Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Bosnjak, Marina |
dc.subject.por.fl_str_mv |
Co-creation Product innovation Perceived expertise Behavior intention Brand perception Labeling Millennials Complex products Cocriação Inovação de produto Perceção de conhecimento Intenção de comportamento Perceção da marca Rotulagem Produtos complexos Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Co-creation Product innovation Perceived expertise Behavior intention Brand perception Labeling Millennials Complex products Cocriação Inovação de produto Perceção de conhecimento Intenção de comportamento Perceção da marca Rotulagem Produtos complexos Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Compared to other generations Millennials are relatively little loyal to brands but search for brands and products that suit their lifestyle and character. Hence, it is crucial for managers to know how to gain their attention and what convinces them to purchase and recommend. The present research investigates Millennials’ attitude towards stakeholder co-creation. Namely brand perceptions and behavioral intentions are investigated. Whereas former studies of co-creation mainly focused on investigating user co-creation, this study compares the out-come of communicating products as co-created by stakeholders with different perceived lev-els of expertise for complex products. Moreover, it aims to analyze the mediating effect of co-actors’ perceived expertise, which predicts Millennials’ behavioral intentions. The hypotheses are tested in a single factor, independent group, between-subjects experiment, using three levels of perceived expertise for the factor co-actor and one control group repre-senting generic design. The data was collected with an online questionnaire on Qualtrics, quantifying respondents’ perception of brand uniqueness, innovation ability, and their inten-tions to buy and recommend. The findings indicate that brands, offering complex products, which are labeled as co-created, are perceived as more innovative and unique than brands with generic design. At the same time those perceptions partially influence behavioral intentions. Interestingly, results reveal that expertise is a mediator of behavioral intentions. Thus, the study suggests to managers that knowing Millennial consumers’ perception about the expertise level of co-actors is crucial for the success of communication strategies. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-11-05T08:47:04Z 2018-10-22 2018 2018-10-22T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
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masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/25926 TID:201990482 |
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http://hdl.handle.net/10400.14/25926 |
identifier_str_mv |
TID:201990482 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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