Chapter 12: Exploring the brand co-creation-brand performance linkage and the roles of innovation and firm age: resource-based and dynamic capabilities views
Restricted access

This study examines the influence of brand co-creation on brand performance and the roles of innovation and firm age in the co-creation-performance relationship in selected Egyptian firms. A conceptual model linking the study variables is developed. An online survey is conducted to collect data from a sample of firms. Then, PLS-SEM is used to test proposed hypotheses of the study. The results revealed the important role of innovation in co-creation process, as the indirect effect of brand co-creation on brand performance through innovation found to be significant and positive. With regard to the moderation effect of firm age in the relationship between brand co-creation and brand performance, it was found to be not significant. This study addresses the research gap in branding literature regarding the role of brand co-creation in enhancing brand performance. The fact that the sample consisted of only Egyptian firms may limit the generalization of the results.

You are not authenticated to view the full text of this chapter or article.

Access options

Get access to the full article by using one of the access options below.

Other access options

Redeem Token

Institutional Login

Log in with Open Athens, Shibboleth, or your institutional credentials

Login via Institutional Access

Personal login

Log in with your Elgar Online account

Login with your Elgar account