Percorrer por autor "Kleinschrot, Charlotte"
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- Co-creation as a driver for product preference? : an experimental study into the value of co-creation related to sustainabilityPublication . Kleinschrot, Charlotte; Costa, Cláudia Isabel de SousaThis thesis studies the effect of co-creation on consumers’ product preference. Co-creation involves company’s user community in the creation process of a new product, whereas professional creation relies on experts employed by the companies. Additionally, the thesis analyses the co-creation effect in relation to sustainability claims. In the course of two studies, it was found that identification has a mediating effect on the relationship of sustainability claim of a product and product preference. Furthermore it was found that the choice of design mode has a moderating effect on the relationship of sustainability claim and identification. This co-creation effect has a positive effect on identification in high and average sustainability claim scenarios. The supposed moderation of perceived similarity on the moderation of co-creation on the relationship of sustainability claim and identification could not be confirmed. Though the second study demonstrated an influence of perceived similarity and co-creation on identification. This thesis expands the research work done in the field of co-creation by studying if labelling a product as co-created is a driver of product preference by exploring the effect of identification and perceived similarity with those co-creating with the firm. Building on findings, the thesis gives relevant implications and recommendations for managers how to benefit from co-creation.