Research on the impact of value co-creation on brand attachment and response

Abstract

In the environment of increasing material level, consumers' brand awareness is increasing and companies are paying more and more attention to brand development. In order to enhance customer attachment to brands in an environment of brand homogenization and fierce brand competition, it is necessary to start from the perspective of value co-creation, to clarify the positive impact of value co-creation on brand attachment, to explore new ideas and methods of value co-creation in terms of establishing community platforms, strengthening interaction between enterprises and customers, and improving customer brand experience, and to guide customers to actively participate in value co-creation to enhance brand attachment. The company has also explored new ideas and methods of value co-creation in terms of establishing community platforms, strengthening interaction between companies and customers, and enhancing customers' brand experience.