The Effects of Reward Type and its Likelihood in Customer Brand Co-Creation Activity on Self-Brand Connection

Although the benefits and outcomes of value co-creation have been discussed in the academic literature before, scholars primarily concentrated on customer involvement in service co-production and new product development. Brand co-creation is explored as an innovative way for consumers to experience brands and a unique and invaluable strategy for companies to develop brand identity and image. The study employs Self-Determination Theory (Deci and Ryan 1985) to understand how the type of reward (internal vs. external) and the likelihood of being rewarded for customer brand co-creation (low vs. high) influences self-brand connection. The results demonstrate the importance of customer co-creation in brand development. In confirmation of self-determination theory, customers who are encouraged to participate in the brand co-creation activity by referring to self-development, report higher self-brand connection than individuals offered external reward.