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A Model of Brand Cocreation, Brand Immersion, Their Antecedents and Consequences in Café Brand Context

  • Fulya Acikgoz
  • Asli D. A. TasciEmail author
Conference paper
  • 60 Downloads
Part of the Springer Proceedings in Business and Economics book series (SPBE)

Abstract

This study develops and tests a model with complex relationships between brand cocreation and brand immersion as well as what affects them and what they affect in return. Considering cafe brands as micro destination brands, it is expected that both macro destination brand factors, namely sense of place, sense of community, and place attachment as well as the sense of brand community of the café brands will influence both café brand cocreation and immersion. In return, both café brand cocreation and immersion are expected to influence well-being of the consumer and the café brand.

Keywords

Brand cocreation Brand immersion Brand loyalty 

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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Istanbul Technical UniversitySarıyer/IstanbulTurkey
  2. 2.University of Central Florida, OrlandoOrlandoUSA

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