Self-deservingness and Satisfaction in Co-creative Customer-Brand Relationships: An Abstract

This study investigates the role of consumer judgement of self-deservingness in customer-brand relationships which require high levels of consumer effort in co-creation to optimise product value or benefit. Whilst there is a precedent for applying deservingness theory to self-reflexive judgement in social psychology, and affective responses to judgements of balance/imbalance between actions and outcomes have been examined (Feather and McKee 2009), deservingness has not previously been investigated in relation to satisfaction in customer-brand relationships (Mick and Faure 1998; Pancer et al. 2017).