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

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Strategic Innovative Marketing and Tourism

Part of the book series: Springer Proceedings in Business and Economics ((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.

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Author information

Authors and Affiliations

  1. Istanbul Technical University, Sarıyer/Istanbul, Turkey

    Fulya Acikgoz

  2. University of Central Florida, Orlando, Orlando, FL, USA

    Asli D. A. Tasci

Authors
  1. Fulya Acikgoz
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  2. Asli D. A. Tasci
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Corresponding author

Correspondence to Asli D. A. Tasci .

Editor information

Editors and Affiliations

  1. Department of Business Administration, University of West Attica, Aigaleo, Greece

    Androniki Kavoura

  2. Department of Business Administration, State University of New York at Oswego, Oswego, NY, USA

    Efstathios Kefallonitis

  3. Department of Business Administration of Food and Agricultural Enterprises, University of Patras, Agrinio, Greece

    Prokopios Theodoridis

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Acikgoz, F., Tasci, A.D.A. (2020). A Model of Brand Cocreation, Brand Immersion, Their Antecedents and Consequences in Café Brand Context. In: Kavoura, A., Kefallonitis, E., Theodoridis, P. (eds) Strategic Innovative Marketing and Tourism. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-36126-6_13

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