The Influence of Advertising Co-creation on Brand Building on the Perspective of Value co-creation Theory

DOI

10.2991/assehr.k.211209.381How to use a DOI?

Keywords

Value co-creation; advertising co-creation; brand building; marketing strategy; marketing value

Abstract

The traditional concept of value creation holds that value is an one-way output by enterprises to consumers, and consumers are only responsible for the acceptance and use. However, with the development of network economy and the diversification of marketing communication, the subject of value creation has gradually changed, and the focus has shifted from enterprises to consumers. Consumers actively participate in the process of value creation, and value will be created jointly by consumers and enterprises. Among them, user-co-created advertising is one of the relatively new ways of value co-creation. Users can bring more benefits to brands by participating in the creation of brand advertisements. Brand is the brand of consumers, consumers take the initiative to participate in the construction of brand advertising, which will become a trend. Based on the value co-creation theory, this paper finds that user-co-created advertising has a promoting effect on brand building, and enterprises should make good use of this measure to strengthen brand building.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Run Tan
PY  - 2021
DA  - 2021/12/15
TI  - The Influence of Advertising Co-creation on Brand Building on the Perspective of Value co-creation Theory
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 2332
EP  - 2336
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.381
DO  - 10.2991/assehr.k.211209.381
ID  - Tan2021
ER  -