Factors Affecting Brand Value to the Decision to Buy Products Online Via the Electronic Marketplace in Thailand
The purpose of this research was to check the impact of customer co-creation behavior and online customer engagement on the intention to purchase, while taking brand value as a mediator. As, online customer engagement and customer co-creation has become very essential to the decisions of the customers while making a purchase and these account for the brand value as well but are lacking in the research and are not being studied by the researchers in the context of brand value. In order to fulfill the past gaps, the researcher conducted an online survey and received 388 authentic responses. The respondents were the loyal customers of the brands selected from Thailand, the results showed that, impact of customer co-creation behavior and online customer engagement on the intention to purchase is positive and significant. The mediation of brand value was also seen to be significant; the research has offered unique theoretical and policy making aspects of co-creation strategies while it has its limitations based on its indicative nature, less generalizability and method of data collection.