Table 3 Behavioural responses: engagement, satisfaction, and intention to continue co-creating

Engagement

E1

Co-creating with the company/brand allowed me to feel valued

Adapted from Blasco-Arcas et al. (2014), Medlin and Green (2003) and Sprott et al. (2009)

E2

The company/brand interested me by suggesting co-creation activities

E3

The experience provided me a special interaction with the company/brand

E4

I felt identified with the company/brand by the fact that they allowed me to participate actively

E5

My image of the company/brand has improved from the experience

Satisfaction

S1

I think that I made the right decision performing this kind of activity

Adapted from Navarré et al. (2010) and Oliver (1980)

S2

The co-creation experience with the company/brand was successful

S3

I am satisfied with the activity of online co-creation offered by the company/brand

S4

I am satisfied with the way the company/brand managed the online co-creation activity

Intention to continue co-creating

IC1

Given the opportunity, I would like to collaborate with the company/brand in generating ideas for new products/services in the future

Adapted from Blasco-Arcas et al. (2014)

IC2

I would like to participate in defining the products/services that I would buy from the company/brand

IC3

Given the opportunity, I would like to take an active part in any act of co-creation offered by the company/brand