Publicação

Is Lancôme perceived as a co-creating brand in Germany and how can the brand leverage on brand value co-creating to engage with consumers?"

Detalhes bibliográficos
Resumo:	The purpose of this Work Project was to explore whether the high-end beauty brand Lancôme is perceived as a co-creating brand in Germany and how it can leverage on brand value co-creation to engage with its consumers. Two studies based on qualitative in-depth interviews with highly interested beauty consumers and with Lancôme managers from Germany were conducted. The research demonstrates that consumers and managers have a different perception of co-creation and that Lancôme is not perceived as a co-creating brand by German consumers. Thus, the insights of this Work Project may assist Lancôme managers in understanding how to engage with consumers by using co-creation.
Autores principais:	Raditschev, Laura
Assunto:	Co-creation Brand value Beauty brands Lancôme
Ano:	2018
País:	Portugal
Tipo de documento:	dissertação de mestrado
Tipo de acesso:	acesso aberto
Instituição associada:	Universidade Nova de Lisboa
Idioma:	inglês
Origem:	Repositório Institucional da UNL

Descrição
Resumo:	The purpose of this Work Project was to explore whether the high-end beauty brand Lancôme is perceived as a co-creating brand in Germany and how it can leverage on brand value co-creation to engage with its consumers. Two studies based on qualitative in-depth interviews with highly interested beauty consumers and with Lancôme managers from Germany were conducted. The research demonstrates that consumers and managers have a different perception of co-creation and that Lancôme is not perceived as a co-creating brand by German consumers. Thus, the insights of this Work Project may assist Lancôme managers in understanding how to engage with consumers by using co-creation.