The Role Value Cocreation Based on Engagement to Develope Brand Advantage

Mulyana, Deden and Rudiana, Dedi and Rahmat Taufiq, Adhitya (2019) The Role Value Cocreation Based on Engagement to Develope Brand Advantage. Polish Journal of Management Studies, 20 (1). pp. 305-317. ISSN 2081-7452

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Abstract

The increasing competition in the global market forces companies to differentiate themselves from competitors and gain a competitive advantage to survive and take advantage of current growth opportunities. This study aims to determine the relationship between the value of co-creation with brands on the level of sales. To get a superior brand (brand advantage), interaction with customers is needed to create a value that will become excellence. In creating value, it requires collaboration between consumers and companies (value co-creation) so that the perceived value has a quality that is in line with customer expectations and gives a positive impression of quality (perceived quality). Customer engagement in developing new products or value co-creation places customer behavior and attitudes at the center of marketing strategies. The survey was conducted on 322 respondents or consumers in the Coffee Shop business, aged over 18 years, and had visited more than once, using a questionnaire as a primary data collection tool. The results of the analysis using Structural Equation Modeling (SEM) show that brand engagement influences the value of co-creation or the higher the brand engagement, consumers will be more willing to sacrifice for companies in creating value co-creation. Value co-creation also influences perceived quality which affects brand advantage but is not proven to have a direct effect on brand advantage. Therefore brand advantages can only be formed when the value co-creation that is carried out can create good perceived quality. The originality value of this research is to offer a brand advantage that is adapted from the concept of competitive advantage and relates it to resource advantage theory as a consequence of value co-creation based on engagement.

Item Type:	Article
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen > Artikel Dosen Manajemen
Depositing User:	Mr Dadang Sudrajat
Date Deposited:	10 Aug 2020 02:18
Last Modified:	10 Aug 2020 02:18
URI:	http://repositori.unsil.ac.id/id/eprint/2113

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