Table 5.

Positive effects of co-creation.

Value for the consumer	Authors
Consumer empowerment, self-determination, and self-efficacy	Zimmerman and Warschausky, 1998; Cova and Pace, 2006; Cova and Dalli, 2009; Füller et al., 2009
Consumer engagement, access to social inter-relationships	Payne et al., 2008; Brodie et al., 2013; Jaakkola and Alexander, 2014
Consumer satisfaction	Grönroos, 2008; Bowden, 2009; Vega-Vazquez et al., 2013
Consumer learning	Payne et al., 2008
Creative thinking	Füller et al., 2009; Ramaswamy and Gouillart, 2010
Personalized co-creation experiences	Prahalad and Ramaswamy, 2004
Value for the Company	Authors
Consumer trust	Casalo et al., 2007; Hollebeek, 2011; Brodie et al., 2013
Consumer commitment	Chan and Li, 2010
Consumer loyalty	Andersen, 2005; Auh et al., 2007; Casalo et al., 2007; Schouten et al., 2007
Cost effectiveness and risk reduction	Ramaswamy and Gouillart, 2010
Differentiation	Prahalad and Ramaswamy, 2004
Consumer brand loyalty	Kim and Slotegraaf, 2015; Luo et al., 2015