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How is co-creation influencing consumer behavior in the smartphone sector in China? Case study research on Xiaomi consumers
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This report aims at answering the question of how co-creation is influencing consumer behavior in the smartphone sector in China, with a focus on co-creation and its relation to the field of branding. To solve this question, a case study research on Xiaomi consumers is conducted. The results from the research include that consumers involved in cocreation have a more positive brand image and stronger brand relationship, and gain a strong purchase intention.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Economics from the NOVA – School of Business and Economics
Palavras-chave
Co-creation Consumer behavior China Xiaomi