Brand Co-creation in the Saudi Telecommunication Sector: Antecedents and Consequences from Customer Perspective

Brand co-creation has been a crucial concept in contemporary marketing. The growing interest in co-creation had its impact on business research efforts as a support mechanism for developing the firm’s brands to meet its customer requirements and enhance the company’s competitive advantage. This research investigates the relationships between customers’ brand co-creation and its antecedents (brand engagement, brand self-congruity, and brand involvement) and consequences (brand value and brand loyalty). A sample of 428 participants was selected from the three telecommunication firms’ customers in Saudi Arabia. Saudi Telecommunication Company (STC), Mobily, and Zain are the surveyed brands. SEM-AMOS was used to test the study hypotheses. The findings of the study revealed that customers who are engaged, involved, and self-congruent with the brands have increased their effectiveness in brand co-creation activities. Moreover, their participation in brand co-creation enhanced their perception about the brand value and made them more loyal to the brands.