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.
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