000169999 001__ 169999
000169999 005__ 20260316092629.0
000169999 0247_ $$2doi$$a10.1111/emre.70030
000169999 0248_ $$2sideral$$a148483
000169999 037__ $$aART-2025-148483
000169999 041__ $$aeng
000169999 100__ $$aMarkovic, Stefan
000169999 245__ $$aUnpacking the relationship between co‐creation and brand equity: a multi‐study approach
000169999 260__ $$c2025
000169999 5060_ $$aAccess copy available to the general public$$fUnrestricted
000169999 5203_ $$aWhilst 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.
000169999 536__ $$9info:eu-repo/grantAgreement/ES/AEI/PID2020-117315GB-I00$$9info:eu-repo/grantAgreement/ES/DGA/S42-23R-CREVALOR$$9info:eu-repo/grantAgreement/ES/MCIU/PID2024-157868OB-I00
000169999 540__ $$9info:eu-repo/semantics/openAccess$$aby-nd$$uhttps://creativecommons.org/licenses/by-nd/4.0/deed.es
000169999 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion
000169999 700__ $$aIglesias, Oriol
000169999 700__ $$aTorres, Anna
000169999 700__ $$0(orcid)0000-0001-9319-5895$$aRivera-Torres, Pilar$$uUniversidad de Zaragoza
000169999 700__ $$aKoporcic, Nikolina
000169999 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000169999 773__ $$g(2025), [24 pp.]$$pEUR MANAG REV$$tEuropean management review$$x1740-4754
000169999 8564_ $$s754805$$uhttps://zaguan.unizar.es/record/169999/files/texto_completo.pdf$$yVersión publicada
000169999 8564_ $$s2746053$$uhttps://zaguan.unizar.es/record/169999/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada
000169999 909CO $$ooai:zaguan.unizar.es:169999$$particulos$$pdriver
000169999 951__ $$a2026-03-16-08:16:33
000169999 980__ $$aARTICLE