Percorrer por autor "Seifert, Elli Maria Fernandes Marques"
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- Understanding consumer’s perception of co-creation in the cosmetic marketPublication . Seifert, Elli Maria Fernandes Marques; Costa, Cláudia Isabel de SousaMarkets reward firms for their innovation capacity to create new products so more firms engage consumers to be a part of that process. This dissertation explores the consumer response to communicating co-created products. Literature demonstrates that customers brand perception plays an important role in defining the likelihood of purchase intention, of a cocreated luxury and mainstream product. However, it lacks to explain how it is affected by labelling cosmetic products of luxury and mainstream brands as co-created. The hypotheses were tested in a survey measuring consumer’s purchase intention, willingness to recommend and perception of quality and innovation of a co-created product in a luxury and mainstream cosmetic brand. In this study, we found that labelling products as co-created, results in different perceptions and behaviours of consumers, towards co-creation in cosmetic luxury and mainstream brands. It is notable that firm’s reputation benefit from co-creation and it is a positive input to overcome the disconnection between businesses and potential customers. Hereby, this dissertation contributes to the literature, by establishing a relation between cocreation on consumer behaviour, but also, by linking the concept of co-creation with cosmetic luxury and mainstream brands. Indeed, we focused on developing the theoretical research on communicating co-creation in specific cosmetic brands, and existing literature is mostly focused in user-designed products.