Survey Data on Brand Story Co-Creation and Brand Attitude

92.4 KB of survey data from a study examining how brand story co-creation influences brand attitude, with customer brand engagement as a mediating factor. The dataset, authored by Zhen Li and published on figshare, uses structural equation modeling (SEM) and was last updated on 2026-05-27. It compares the impact of co-creation in production versus consumption fields.

Use Cases

• Analyze the relationship between brand story co-creation and brand attitude based on the described structural equation model.
• Investigate the mediating role of customer brand engagement as described in the study's findings.
• Compare the effects of co-creation in production versus consumption fields on engagement based on the study's results.
• Validate or extend the service-dominant logic and value co-creation theory frameworks using the provided empirical data.

Strengths

• Data is shared under a permissive CC-BY-4.0 license.
• The study's methodology (structural equation modeling) is explicitly stated in the description.
• The 92.4 KB file size suggests a focused, manageable dataset for analysis.

Limitations

• Row count is unknown, which may limit suitability assessment.
• Column-level documentation is absent; field semantics must be inferred after download.
• The description metadata is limited; actual data quality requires manual inspection after download.

Provenance

Source

figshare

Collection Method

Likely collected via survey for a research study using structural equation modeling (SEM).

Freshness

Last updated 2026-05-27 02:21:52; freshness should be verified.