Modeling and Scenario Analysis of Customer Brand Co-Creation Behavior Challenges: An Analysis of Coping Strategies

Customer brand co-creation behavior plays a crucial role in effective branding. However, previous research has not thoroughly explored the challenges associated with fostering this behavior or the strategies for overcoming them. This study aimed to identify these challenges, analyze their interrelationships, and propose actionable strategies. Conducted in 3 phases, the research involved a population of academic experts and professionals in the e-commerce industry, utilizing judgmental and snowball sampling methods. In the first and third phases, qualitative approaches—including semi-structured interviews and thematic analysis—were employed to identify challenges and strategies. The second phase utilized a quantitative approach, incorporating a researcher-designed questionnaire and fuzzy cognitive mapping to analyze the relationships among the identified challenges and create scenarios. The findings revealed 15 challenges categorized into 3 general levels: "internal organizational challenges", "environmental obstacles", and "customer-related issues". Notably, challenges, such as ineffective communication between brands and customers, a weak employer brand, and a lack of strategic alignment, were prominent across all backward scenarios, underscoring their significance. Conversely, cultural issues within society emerged as the most independent challenges in forward scenarios. Additionally, weak corporate branding and a closed organizational culture were present in all forward scenarios, highlighting their critical importance. The analysis of both scenarios emphasized the significant impact of the weak employer brand challenge. To address these potential obstacles, the study proposed 16 strategies organized into 3 key levels: "preparing the organization for co-creation", "mitigating the effects of external environmental obstacles", and "encouraging customer engagement in brand co-creation".