Exportar Publicação

A publicação pode ser exportada nos seguintes formatos: referência da APA (American Psychological Association), referência do IEEE (Institute of Electrical and Electronics Engineers), BibTeX e RIS.

Exportar Referência (APA) 
Pereira, T., Loureiro, S. M. C. & Sarmento, E. M. (2022). Achieving brand engagement and brand equity through co-creation process. Journal of Creative Communications. 17 (3), 303-318
Exportar Referência (IEEE) 
T. Pereira et al.,  "Achieving brand engagement and brand equity through co-creation process", in Journal of Creative Communications, vol. 17, no. 3, pp. 303-318, 2022
Exportar BibTeX 
@article{pereira2022_1732203238854,
	author = "Pereira, T. and Loureiro, S. M. C. and Sarmento, E. M.",
	title = "Achieving brand engagement and brand equity through co-creation process",
	journal = "Journal of Creative Communications",
	year = "2022",
	volume = "17",
	number = "3",
	doi = "10.1177/09732586221083862",
	pages = "303-318",
	url = "https://journals.sagepub.com/doi/10.1177/09732586221083862"
}
Exportar RIS 
TY  - JOUR
TI  - Achieving brand engagement and brand equity through co-creation process
T2  - Journal of Creative Communications
VL  - 17
IS  - 3
AU  - Pereira, T.
AU  - Loureiro, S. M. C.
AU  - Sarmento, E. M.
PY  - 2022
SP  - 303-318
SN  - 0973-2586
DO  - 10.1177/09732586221083862
UR  - https://journals.sagepub.com/doi/10.1177/09732586221083862
AB  - he current study investigates real-time marketing as one strategy for businesses to take advantage of this social and technologic ecosystem. The challenge of a more social and connected consumer is that they engage on online conversations, trends and things. The goal is to analyse the relationship among co-creation, user-generated content (UGC), brand equity and brand engagement. The proposed model revealed a good fit and proved the antecedent role of co-creation on UGC that, in turn, positively influence brand equity and engagement. This study proves that real-time marketing leads to situations of increased UGC—complementing previous findings—and it addresses the gap in the literature proving that real-time marketing leads to situations of increased brand equity and brand engagement.
ER  -