| Summary: | 碩士 === 國立政治大學 === 企業管理研究所 === 103 === This research looks into how managers of affordable luxury brands can facilitate the opportunities of value co-creation with their consumers. Utilizing the four building blocks of co-creation and four customer values proposed by previous scholars as the framework, this research conducted in-depth interviews with affordable luxury consumers to understand how affordable luxury brands and its consumers co-create value and the types of customer value delivered through value co-creation. Research results are as below:
1. How affordable luxury brands and its consumers co-create value
(1) Affordable luxury brands marketers play the roles of promotors, while consumers actively engage in value co-creation with their own different traits and needs personalizing their experiences.
(2) Every value co-creation experience encompasses different combinations of the four building blocks of value co-creation, DART (dialogue, access, risk assessment, transparency) and it is difficult to break down any process of co-creation with any single building block.
(3) The networked nature of value co-creation for affordable luxury brands were evident.
(4) The process of co-creation provides consumers unique personalized experiences that cannot be bought with sheer money and also allows consumers to access the lifestyle of the upper class.
(5) The Interaction between consumers and affordable luxury store staffs plays an important part in providing personalized co-creation experiences for consumers.
(6) The process of value co-creation evolves around subjects that both the brand and customers are interested in.
2. Types of customer value delivered through value co-creation
Customer values delivered through co-creation are mainly hedonic value and symbolic value.
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