The Effect of Customer Brand Co-Creation on Product Quality: The Interactive Role of Perceived Brand Authenticity: An Exploratory Study of some Smartphone
| المصدر: | مجلة القادسية للعلوم الإدارية والاقتصادية |
|---|---|
| الناشر: | جامعة القادسية - كلية الادارة والاقتصاد |
| المؤلف الرئيسي: | Abbas, Bushra Abdul Hamza (Author) |
| مؤلفين آخرين: | Al Janabi, Ali Abid Alhassan Jahil (Co-Author) |
| المجلد/العدد: | مج24, ع4 |
| محكمة: | نعم |
| الدولة: |
العراق |
| التاريخ الميلادي: |
2022
|
| الصفحات: | 13 - 25 |
| ISSN: |
1816-9171 |
| رقم MD: | 1345444 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Customer in Brand Co-Creation | Perceived Brand Authenticity | Product Quality
|
| رابط المحتوى: |
الناشر لهذه المادة لم يسمح بإتاحتها. |
| المستخلص: |
The key objective of the current study is to verify the impact of the customer's involvement in the innovation of the label (development, reverse feeding, defense (advocacy), and assistance) on the product quality (product aesthetic, durability, ease of use, product performance, and serviceability) through the interactive role of the realized brand authenticity (continuity, integrity, credibility, symbolism) of certain mobile brands. As the sample study was represented by 732 customers, Therefore, the study problem was formulated in relation to the relationship between study variables, following which the study's objectives were set, and the hypothetical outline of the study crystallized the formulation of special hypotheses tested in the statistical package to model structural equations in a small square manner (AMOS.V.25). To analyze what the study tool provided, a set of statistical methods, namely, confirmatory working analysis, Cronbach's alpha coefficient, identification coefficient (R2), natural distribution of data, and descriptive statistics of computational medium and standard deviation, The correlation coefficient and the results of the study showed a clear and important perception of the relationship between the customer and label innovation. The continuity of the realized brand and the quality of the product, perhaps the most important findings of the study, are reflected in the high level of awareness by the sample of the importance of the perceived brand authenticity in order to encourage customers to participate in the innovation of the brand to enhance the quality of the products. This enables the organization to improve its ability to effect change in a manner commensurate with the skills and expertise of its service providers during the service meeting. In light of these findings, the study presented a set of recommendations. |
|---|---|
| ISSN: |
1816-9171 |
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