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2020 | OriginalPaper | Chapter

A Model of Brand Cocreation, Brand Immersion, Their Antecedents and Consequences in Café Brand Context

Authors : Fulya Acikgoz, Asli D. A. Tasci

Published in: Strategic Innovative Marketing and Tourism

Publisher: Springer International Publishing

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Abstract

This study develops and tests a model with complex relationships between brand cocreation and brand immersion as well as what affects them and what they affect in return. Considering cafe brands as micro destination brands, it is expected that both macro destination brand factors, namely sense of place, sense of community, and place attachment as well as the sense of brand community of the café brands will influence both café brand cocreation and immersion. In return, both café brand cocreation and immersion are expected to influence well-being of the consumer and the café brand.

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Title: A Model of Brand Cocreation, Brand Immersion, Their Antecedents and Consequences in Café Brand Context
Authors: Fulya Acikgoz
Asli D. A. Tasci
Publisher: Springer International Publishing
Book: Strategic Innovative Marketing and Tourism
Print ISBN: 978-3-030-36125-9

Electronic ISBN: 978-3-030-36126-6

Copyright Year: 2020
DOI: https://doi.org/10.1007/978-3-030-36126-6_13

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