The Effect of Co-creation Claim on Brand Identification: The Moderating Effects of Self-construal and Product Involvement

This paper provides insight into the brand identity elements co-creation phenomenon and explores the effect of co-creation claim on brand identification. The paper also verifies the moderated effect of product involvement and self-construal. The experimental study and the analysis of variance demonstrate that co-creation claim is confirmed to influence brand identification positively. On the other hand, the self-construal moderates main effect of co-creation claim. However, this study suggests that the self-construal and product involvement can not moderate the main effect simultaneously.