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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.
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Co-creation Consumer behavior China Xiaomi