Co-creation helps in building positive brand equity in food industry Pakistani Perspective

Abstract

The concept of co-creation has emerged among the marketing concepts and it needs to be evaluated from consumer perspective. The practical implications for the co-creation must need to be explored in the context of Pakistan. Since the practicality of co-creation is limited to food industry and the role of consumer is limited at this point of time. This research paper is based upon the idea to explore the future prospects of co-creation and how it can contribute towards building positive brand equity for a brand. Consumers with the experience of such service encounter were asked to share their opinions about the long term impacts of co-creation against building a unique brand and developing strong associations. The research will use a qualitative approach to recover insights from consumers for co-creation as source to generate brand equity. Design/Methodology/Approach Qualitative study approach is used in this research to engage the respondents and attain comprehensive responses.