The Influence of Value-Co-Creation on Brand Equity: An Empirical Study in Saudi Arabia

Salwa Taher; Soad Abdullah Almeshal

doi:10.24297/ijmit.v15i.8749

Authors

Salwa Taher King Saud University
Soad Abdullah Almeshal King Saud University,

DOI:

https://doi.org/10.24297/ijmit.v15i.8749

Keywords:

Value-Co-Creation, Positive E-WOM, Brand Equity

Abstract

The current study aims to explore the influence of value co-creation on brand equity in a Saudi Arabia context. An attempt to illustrate the factors influencing brand equity from a consumer's perspectives as a result of changing customer's interests and lifestyle. Consumer's co-creation of value is powerful in understanding consumer behavior at its impact on brand equity. This paper has made an applied attempt in Saudi Arabia to study the mediation effect of positive e-WOM on value co-creation and brand equity, which adds to the knowledge line in the digital marketing discipline.

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Author Biographies

Salwa Taher, King Saud University

Lecturer and Ph.D. student. Marketing Department, Saudi Arabia

Soad Abdullah Almeshal, King Saud University,

Assistant Professor. Marketing Department, Saudi Arabia

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