Browsing by Author "Farrokhi, Mohammad"

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    Working Together toward a Better Brand: Customer-Based Brand Equity and Co-Creation of Value with Consumers
    (2020-03-30) Farrokhi, Mohammad; Radford, Scott K.; Mourali, Mehdi; Andrus, Deborah; Calvert, Ann; DiBenedetto, Anthony
    Customer-based brand equity (CBBE) is an important marketing asset. Despite numerous previous studies on CBBE, there is still the need for a comprehensive conceptual framework to be used as a guideline for both academics and practitioners. This thesis is an effort to integrate the relationship between CBBE and many important marketing constructs into a comprehensive framework that help both scholars and practitioners in building and improving CBBE. Then, considering the increasing interaction opportunities between customers and brands, due to the constant advances in technology, the current dissertation explores the relationship between co-creation of value with customers, as a relatively new construct, and CBBE. Chapter 2 explains why CBBE is a fundamental construct in brand building and explains the important constructs of interaction, value, and co-creation of value with customers. Chapter 3 uses these constructs to form a theoretical framework for CBBE that explains how important marketing concepts stand in relation with CBBE. After forming the theoretical foundation of CBBE, this thesis uses multiple quantitative methods to test those theories. First, in chapter 4, numerous previous quantitative studies on CBBE are used in a meta-analysis to test the strength of relationship between proposed constructs and CBBE. Meta-analysis is complemented by Structural Equation Modelling (SEM) to test the fitness of the proposed framework. In chapters 5, 6, and 7, multiple experiments are used to test the CBBE and co-creation of value with customers relationship, using both online and lab settings, student and general population samples, in a product as well as a service context. This research shows co-creation of value with customers has a direct positive effect on CBBE. Finally, the role of process enjoyment and self-efficacy as moderators of co-creation and CBBE relationship are tested. The experiments’ outcome does not support the moderating role of process enjoyment or self-efficacy in terms of statistical significance, but data depicts promising patterns of effect size that asks for more studies to better understand the moderating role of self-efficacy and process enjoyment. Findings of this manuscript cast new light on the significance of how important marketing constructs can help build CBBE, which can be used as a guideline for both academics and practitioners.