The Impact of Open Co-creation Strategies on Consumer Acceptance in Host Countries

DOI

10.2991/ssmi-18.2019.95How to use a DOI?

Keywords

Regional brand internationalization; Regional openness; Brand trust; Practical legitimacy; Consumer acceptance.

Abstract

Regional open co-creation is an important attribute of the region, and it is essential for the host country consumers to judge whether or not to accept the foreign brand. Consumers in the host country participate in co-creation to meet their practical functional needs, and help the brand to obtain practical and rationality, to meet the interests of the various stakeholders of the brand, and to help the brand truly enter the heart of the host consumers to receive their support and support. This study finds that regional openness and co-creation is conducive to the internationalization of regional brands. The specific strategies are divided into two categories, namely, creating value through consumer and regional brand interaction and creating value through interaction between consumers and consumers.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Weihong Zhao
AU  - Hanfang Yao
PY  - 2019/02
DA  - 2019/02
TI  - The Impact of Open Co-creation Strategies on Consumer Acceptance in Host Countries
BT  - Proceedings of the 2018 International Symposium on Social Science and Management Innovation (SSMI 2018)
PB  - Atlantis Press
SP  - 579
EP  - 582
SN  - 2352-5428
UR  - https://doi.org/10.2991/ssmi-18.2019.95
DO  - 10.2991/ssmi-18.2019.95
ID  - Zhao2019/02
ER  -