The Influence of Value-Co-Creation on Brand Equity: An Empirical Study in Saudi Arabia

INTERNATIONAL JOURNAL OF MANAGEMENT & INFORMATION TECHNOLOGY

View Publication Info
 
 
Field Value
 
Title The Influence of Value-Co-Creation on Brand Equity: An Empirical Study in Saudi Arabia
 
Creator Salwa Taher
Soad Abdullah Almeshal
 
Subject Value-Co-Creation
Positive E-WOM
Brand Equity
Marketing
 
Description The current study aims to explore the influence of value co-creation on brand equity in a Saudi Arabia context. An attempt to illustrate the factors influencing brand equity from a consumer's perspectives as a result of changing customer's interests and lifestyle. Consumer's co-creation of value is powerful in understanding consumer behavior at its impact on brand equity. This paper has made an applied attempt in Saudi Arabia to study the mediation effect of positive e-WOM on value co-creation and brand equity, which adds to the knowledge line in the digital marketing discipline.   
 
Publisher KHALSA PUBLICATIONS
 
Date 2020-05-18
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://rajpub.com/index.php/ijmit/article/view/8749
10.24297/ijmit.v15i.8749
 
Source INTERNATIONAL JOURNAL OF MANAGEMENT & INFORMATION TECHNOLOGY; Vol. 15 (2020); 43-53
2278-5612
 
Language eng
 
Relation http://rajpub.com/index.php/ijmit/article/view/8749/8021
 
Rights Copyright (c) 2020 Salwa Taher, Soad Abdullah Almeshal
https://creativecommons.org/licenses/by/4.0
 

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