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The goal is to analyse the relationship among co-creation, user-generated content (UGC), brand equity and brand engagement. The proposed model revealed a good fit and proved the antecedent role of co-creation on UGC that, in turn, positively influence brand equity and engagement. This study proves that real-time marketing leads to situations of increased UGC\u2014complementing previous findings\u2014and it addresses the gap in the literature proving that real-time marketing leads to situations of increased brand equity and brand engagement.<\/jats:p>","DOI":"10.1177\/09732586221083862","type":"journal-article","created":{"date-parts":[[2022,3,29]],"date-time":"2022-03-29T01:19:10Z","timestamp":1648516750000},"page":"303-318","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":6,"title":["Achieving Brand Engagement and Brand Equity Through Co-creation Process"],"prefix":"10.1177","volume":"17","author":[{"given":"Teresa","family":"Pereira","sequence":"first","affiliation":[{"name":"Instituto Universit\u00e1rio de Lisboa, Portugal."}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8362-4430","authenticated-orcid":false,"given":"Sandra Maria 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