169999 20260316092629.0 doi 10.1111/emre.70030 sideral 148483 ART-2025-148483 eng Markovic, Stefan Unpacking the relationship between co‐creation and brand equity: a multi‐study approach 2025 Whilst 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. Access copy available to the general public Unrestricted info:eu-repo/grantAgreement/ES/AEI/PID2020-117315GB-I00 info:eu-repo/grantAgreement/ES/DGA/S42-23R-CREVALOR info:eu-repo/grantAgreement/ES/MCIU/PID2024-157868OB-I00 info:eu-repo/semantics/openAccess by-nd https://creativecommons.org/licenses/by-nd/4.0/deed.es info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Iglesias, Oriol Torres, Anna Rivera-Torres, Pilar Universidad de Zaragoza (orcid)0000-0001-9319-5895 Koporcic, Nikolina 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados (2025), [24 pp.] EUR MANAG REV European management review 1740-4754 754805 http://zaguan.unizar.es/record/169999/files/texto_completo.pdf Versión publicada 2746053 http://zaguan.unizar.es/record/169999/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:169999 articulos driver 2026-03-16-08:16:33 ARTICLE