Resumo

DIAZ-SOLOAGA, P.; CARCELEN-GARCIA, S.  e  DIAZ-BUSTAMANTE VENTISCA, M.. Perceived brand value and brand co-creation attitudes through eWOM: a typology of co-creator digital users. Revista de Comunicación [online]. 2023, vol.22, n.1, pp.89-107.  Epub 01-Abr-2023. ISSN 1684-0933.  http://dx.doi.org/10.26441/rc22.1-2023-3075.

Brand co-creation is an increasingly ingrained consumer behavior and its effects on the purchasing process have become an object of study. However, the link between perceived brand value and co-creation is still little known. This study principally aims to delve into the relationship between perceived brand and the act of co-creation through eWOM, that is, consumers’ recommendations, comments, and participation on the Internet. The research implements a descriptive and explanatory cross-sectional study design through a sample of 1,521 consumers. Information collection was carried out through an ad hoc online questionnaire focused on co-creation attitudes and perceived brand value and found a sufficiently solid link to affirm that there is a relationship between them. We also differentiated three types of behavior and attitudes towards the co-creation process that consumers develop, as well as the attribution of perceived value to brands with which they interact.

Palavras-chave : perceived brand value; co-creation; eWOM; consumer segmentation; cluster analysis..

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