The impact of co-creation on brand image in skincare
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/42326 |
Resumo: | In recent years, the skincare market has become increasingly competitive, highlighting the importance for companies to employ differentiating strategies in order for brands and their products to stand out from the competition. To address this challenge, the present study elaborates on the existing literature concerning the effect of co-creation on behavioural attitudes, exploring the influence on brand image, and further investigating the perceived innovativeness in this context. In order to achieve this objective, a between-subject study with 89 participants was conducted to understand how co creation impacts the brand image within the skincare segment, analysing the type of innovation that has a more positive influence on the perceived innovativeness of co-creation, and how that variable is affected by the consumer’s hedonic purchase motivations. The results show a direct and positive effect of co-creation on the brand image, emphasizing the significance of collaborative product development in shaping consumer perceptions. Furthermore, the study deepens the knowledge of perceived innovativeness in this context, with the identification of two dimensions within the perceived innovativeness of co-creation: social and hedonic. The impact of perceived innovativeness on the brand image demonstrates the importance of innovation, as well as product novelty, for the consumer. Additionally, product involvement was identified as an influencing variable in the perceived innovativeness of co created products, establishing that high levels of product involvement increase the perceived innovativeness of co-created products. These findings provide valuable insights for the skincare segment and extend the current academic studies regarding co-creation, innovation and brand image. |
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The impact of co-creation on brand image in skincareCo-creationBrand imageInnovationHedonic consumptionPerceived innovativenessCo-criaçãoImagem de marcaInovaçãoConsumo hedónicoPercepção de inovatividadeDomínio/Área Científica::Ciências Sociais::Economia e GestãoIn recent years, the skincare market has become increasingly competitive, highlighting the importance for companies to employ differentiating strategies in order for brands and their products to stand out from the competition. To address this challenge, the present study elaborates on the existing literature concerning the effect of co-creation on behavioural attitudes, exploring the influence on brand image, and further investigating the perceived innovativeness in this context. In order to achieve this objective, a between-subject study with 89 participants was conducted to understand how co creation impacts the brand image within the skincare segment, analysing the type of innovation that has a more positive influence on the perceived innovativeness of co-creation, and how that variable is affected by the consumer’s hedonic purchase motivations. The results show a direct and positive effect of co-creation on the brand image, emphasizing the significance of collaborative product development in shaping consumer perceptions. Furthermore, the study deepens the knowledge of perceived innovativeness in this context, with the identification of two dimensions within the perceived innovativeness of co-creation: social and hedonic. The impact of perceived innovativeness on the brand image demonstrates the importance of innovation, as well as product novelty, for the consumer. Additionally, product involvement was identified as an influencing variable in the perceived innovativeness of co created products, establishing that high levels of product involvement increase the perceived innovativeness of co-created products. These findings provide valuable insights for the skincare segment and extend the current academic studies regarding co-creation, innovation and brand image.Nos últimos anos, o mercado de cuidados de pele tem-se tornado cada vez mais competitivo, realçando a importância para as empresas em utilizarem estratégias de diferenciação para que as marcas destaquem. Para responder a este desafio, o presente estudo desenvolve a literatura existente sobre o efeito da co-criação nas atitudes comportamentais, explorando a influência na imagem da marca e investigando a percepção de inovatividade neste contexto. Foi realizado um estudo com 89 participantes para compreender o impacto da co-criação na imagem da marca no segmento de cuidados de pele, analisando o tipo de inovação que tem uma influência mais positiva na inovatividade percebida da co-criação e como essa variável é afectada pelas motivações de compra hedónicas do consumidor. Os resultados mostram um efeito direto e positivo da co-criação na imagem da marca, sublinhando a importância do desenvolvimento colaborativo de produtos na formação das percepções dos consumidores. O estudo aprofunda também o conhecimento da inovatividade percebida neste contexto, identificando duas dimensões dentro da inovatividade percebida da co-criação: social e hedónica. O impacto da inovatividade percebida na imagem da marca demonstra a importância da inovação, bem como da novidade do produto, para o consumidor. O envolvimento do produto foi identificado como uma variável que influencia a percepção da inovatividade dos produtos co-criados, estabelecendo que níveis elevados de envolvimento do produto aumentam a percepção da inovação dos produtos co-criados. Estas conclusões fornecem informações valiosas para o segmento de cuidados de pele e alargam os actuais estudos sobre co-criação, inovação e imagem de marca.Costa, CláudiaVeritati - Repositório Institucional da Universidade Católica PortuguesaAguiar, Marina dos Santos2023-09-13T13:43:32Z2023-07-0320232023-07-03T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/42326TID:203328159enginfo: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:RCAAP2023-09-19T01:42:16Zoai:repositorio.ucp.pt:10400.14/42326Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:29:32.688583Repositório 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 |
The impact of co-creation on brand image in skincare |
title |
The impact of co-creation on brand image in skincare |
spellingShingle |
The impact of co-creation on brand image in skincare Aguiar, Marina dos Santos Co-creation Brand image Innovation Hedonic consumption Perceived innovativeness Co-criação Imagem de marca Inovação Consumo hedónico Percepção de inovatividade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The impact of co-creation on brand image in skincare |
title_full |
The impact of co-creation on brand image in skincare |
title_fullStr |
The impact of co-creation on brand image in skincare |
title_full_unstemmed |
The impact of co-creation on brand image in skincare |
title_sort |
The impact of co-creation on brand image in skincare |
author |
Aguiar, Marina dos Santos |
author_facet |
Aguiar, Marina dos Santos |
author_role |
author |
dc.contributor.none.fl_str_mv |
Costa, Cláudia Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Aguiar, Marina dos Santos |
dc.subject.por.fl_str_mv |
Co-creation Brand image Innovation Hedonic consumption Perceived innovativeness Co-criação Imagem de marca Inovação Consumo hedónico Percepção de inovatividade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Co-creation Brand image Innovation Hedonic consumption Perceived innovativeness Co-criação Imagem de marca Inovação Consumo hedónico Percepção de inovatividade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
In recent years, the skincare market has become increasingly competitive, highlighting the importance for companies to employ differentiating strategies in order for brands and their products to stand out from the competition. To address this challenge, the present study elaborates on the existing literature concerning the effect of co-creation on behavioural attitudes, exploring the influence on brand image, and further investigating the perceived innovativeness in this context. In order to achieve this objective, a between-subject study with 89 participants was conducted to understand how co creation impacts the brand image within the skincare segment, analysing the type of innovation that has a more positive influence on the perceived innovativeness of co-creation, and how that variable is affected by the consumer’s hedonic purchase motivations. The results show a direct and positive effect of co-creation on the brand image, emphasizing the significance of collaborative product development in shaping consumer perceptions. Furthermore, the study deepens the knowledge of perceived innovativeness in this context, with the identification of two dimensions within the perceived innovativeness of co-creation: social and hedonic. The impact of perceived innovativeness on the brand image demonstrates the importance of innovation, as well as product novelty, for the consumer. Additionally, product involvement was identified as an influencing variable in the perceived innovativeness of co created products, establishing that high levels of product involvement increase the perceived innovativeness of co-created products. These findings provide valuable insights for the skincare segment and extend the current academic studies regarding co-creation, innovation and brand image. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-09-13T13:43:32Z 2023-07-03 2023 2023-07-03T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/42326 TID:203328159 |
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http://hdl.handle.net/10400.14/42326 |
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TID:203328159 |
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eng |
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eng |
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openAccess |
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application/pdf |
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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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