Author(s)

Yingying Qiu ¹, Wenjun Lu ¹

Affiliation(s)

¹ School of Management, Qingdao City University, Qingdao, Shandong, 266106, China

Corresponding Author

Yingying Qiu

ABSTRACT

With the rapid development of Internet and new media marketing, the rapid development and popularity of various social media and platforms have brought the relationship between brands and customers closer, customers have transformed from mere product consumers into "Co-creators" of brand value. Whether it is the traditional real economy, or the internet leading enterprises, everyone has realized that we can not stay in the traditional marketing thinking, but should pay attention to the important role played by consumers in brand marketing, to stimulate the willingness of consumers to participate in the co-creation of brand value, we can achieve rapid development in the rapidly changing internet era. Taking l'oréal brand as an example, this study adopts the method of questionnaire and empirical analysis to explore the relationship among brand awareness, interactive experience, benefit factors and value co-creation intention, the final results show that brand awareness, interactive experience and benefits significantly affect the willingness of customers to participate in the co-creation of brand value.

KEYWORDS

Value co-creation willingness; brand awareness; interactive experience; brand value

CITE THIS PAPER

Yingying Qiu, Wenjun Lu, Study on the Influencing Factors of L'Oreal Customers' Participation in Brand Value Co-creation Willingness. Financial Engineering and Risk Management (2024) Vol. 7: 86-90. DOI: http://dx.doi.org/10.23977/ferm.2024.070113.

REFERENCES

[1] Li Yue: Omnichannel retail Experience, Customer Participation in value Co-creation and Brand image Building, Business Economics Research, (2022) No.4, p. 69-72.
[2] Deng Qiang: Study on the impact of Virtual brand community Experience on Customers' willingness to co-create value (MS., Shanxi University of Finance and Economics, China 2018), p. 18.
[3] Che Lianghui: Study on the influence of brand awareness and virtual element scarcity on consumers' purchase intention in joint marketing (MS., Shanghai international studies university, China 2022), p.19.
[4] Han J R: An empirical study on the influence of regional brand cognition of Meihe rice on consumers' purchase intention (MS., Jilin agricultural university, China 2022), p.26.
[5] Yang Nan: Research on the relationship between Customer Participation in Value Co-creation and brand image building, Scientific Research Management, Vol. 42 (2021) No.5, p.87-93.

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