Brand Value Co-creation Research Articles

The impact of brand value co-creation on perceived CSR authenticity and brand equity

PurposeIn response to the rise of socially conscious consumers, brands have been taking a strategic approach to corporate social responsibility (CSR) to drive brand equity. Nevertheless, merely engaging in CSR is not enough to have a positive impact on the value consumers give to a brand. The success of a CSR program depends on its consumers’ perceived authenticity. Therefore, this study aims to investigate how the perception of CSR authenticity, and consequently brand equity, can be enhanced by leveraging brand value co-creation.Design/methodology/approachThe study uses a mixed-method approach to test its hypotheses. Study 1 collects survey data from a national representative sample in the USA, which is analyzed using structural equation modeling. Study 2 collects experimental data from a public university’s research pool, also in the USA, which is analyzed using ANOVA and mediation analysis.FindingsThis study demonstrates that when consumers believe that a brand is co-creative – i.e. consumers are allowed to participate in the creation of value – they will likely perceive the brand’s CSR program as more authentic, which in turn will positively affect brand equity.Originality/valueThe findings of this study offer implications for academics and brand managers interested on how to effectively leverage CSR for brand building. Specifically, it demonstrates that embracing CSR alone may not be sufficient to enhance brand equity and that brand managers should consider leveraging co-creation to strengthen perceptions of CSR authenticity.

The Effect of Customer Service Support on Brand Value: Leveraging Customer Service as a Co-Creator of Brand Value to Enhance Corporate Performance. Evidence from FinTech industry

The financial technology (fintech) industry has disrupted traditional financial services by providing new and innovative ways for consumers to access banking and investment products (Kshetri, 2018). With the increasing number of fintech companies in the market, competition has become intense, leading companies to differentiate themselves to attract and retain clients (Nair et al., 2021). One way to create brand value is through exceptional customer experience, with customer support service being a critical factor in its creation (Nair et al., 2021; Vuorinen, Uusitalo, & Vos, 2012). Despite its importance, the impact of customer support service on consumer behavior and company performance is not well-understood (Gulfraz et al., 2022). To address this research gap, this paper aims to investigate the impact of customer support service on consumer behavior and company performance in the fintech industry. Specifically, the study analyzes the potential of customer support service as a co-creator of brand value and its influence on company performance indicators. Keywords: Brand value, Brand value co-creation, Fintech industry, Company's operational performance, Customer support services

Impact of Content Marketing Values on Brand Value Co-Creation Effect: A Study on The Lubricant Industry in Sri Lanka

The main objective of this study is to identify the relationship between content marketing values and brand value co-creation effect in the Lubricants industry in Sri Lanka. The concept of this study is still the less examined concept, as claimed in empirical research. There are studies found indirectly and directly examine those concepts in a different market but still require further investigation in the lubricant industry. The value co-creation of customer participation is essential for the institution to achieve commercial value and sustain itself in the market. Content marketing is also a powerful communication tool for assisting consumers in making decisions, enhancing brand image, establishing trust, and establishing long-term connections while creating value co-creation. Accordingly, this paper attempts to study the concept of content marketing values and brand value co-creation to verify how the consumer is used to reconnecting with the brand.The positivism philosophy view that only 'factual' knowledge gained through observation, including measurement, is trustworthy. This research proposes to follow the positivism paradigm as the research philosophy since it discusses the existing theoretical and empirical arguments. Thus, a deductive approach will follow to present the empirical relationships proposing future research plans. The research tool will be based on a questionnaire developed using literature reviews and associated journal articles, book chapters, and industry publications to review the theoretical and empirical justifications while revealing industry-related rationales (Anggraini, 2018; Becerra & Badrinarayanan, 2013; Becerra & Korgaonkar, 2011; Lou et al., 2019; Shaari & Shafinaz, 2016; Sharma et al., 2021). Responces were selected based on the convenient sampling method, mainly through the DBA students of the University of Kelaniya. Altogether 128 questionnaires were distributed through a google form, and 128 completed questionnaires were taken into the final analysis. The sample comprised a higher proportion of male respondents (78.9 percent) than female respondents (21.1 percent). As per the age distribution, most respondents (78.9 percent) were aged between 31 and 50. Therefore, the demographic structure of the sample was sufficient to examine the research issue of the given context.It reveals a strong positive correlation between content marketing values with brand value co-creation. The analysis correlation statics of 0.683 demonstrates a significantly strong relationship between content marketing values and brand value co-creation. Lubricant industry marketers can deliver tangible benefits to customers by providing relevant, informative, and entertaining content that helps to develop brand value co-creation.According to the survey data referring to the author's screening question, customers are following the service provider's word-of-mouth referrals (55.5 %) other than content marketing values to create brand value co-creation.This study has certain limitations, such as the survey was not conducted on the whole island. We ignore Sri Lanka's digital literacy rates, digital resource distribution parity, and present economic factors.The value co-creation theory connects the theoretical framework with practical issues in the industry to identify the reality of the industry. Multinational companies that import lubricants have more content to market their products. They gradually use digital content values to create the brand value co-creation effect. Nevertheless, local blenders are only attacking to price-conscious market; they are fewer content creators to build brand values. Marketers need to identify the correct content and product portfolios to create the brand value co-creation effects to market lubricant brands in the Sri Lankan market. According to the analysis, researchers have to do more research related to digital content marketing and word-of-mouth recommendations.

Engagement and estrangement: a “tale of two cities” for Bristol’s green branding

PurposeDrawing on the service-dominant logic and taking a multi-stakeholder brand value co-creation perspective, this paper aims to investigate whether positioning a place brand around sustainability helps or hinders stakeholders’ ability to co-create value for themselves and the brand.Design/methodology/approachThis paper is based on a case study of Bristol’s city branding following its award of European Green Capital, drawing on 29 in-depth interviews with key informants from multiple stakeholder groups. These interviews are supported by secondary material and field observations.FindingsThe findings evidence a “tale of two cities”. When sustainability is used as a positioning device, tensions are identified across three elements of brand co-creation: brand meanings; extraordinary versus mundane brand performances; and empowerment and disempowerment in branding governance. These tensions create stakeholder experiences of both engagement and estrangement.Research limitations/implicationsThis paper is based on one case study and evaluates face-to-face stakeholder interactions. Future research could access further stakeholders, across multiple cities and also examine their digital engagement.Practical implicationsPositioning a brand as sustainable (i.e. green) requires strong commitment to other ethical principles in practice. Brand practitioners and marketers may benefit from advancing stakeholders’ everyday brand performances to reduce disillusionment.Originality/valueRallying around virtuous associations, i.e. sustainability, does not in itself facilitate the generation of value for stakeholders and the brand, but instead can illuminate power imbalances and tensions in stakeholder interactions that result in a co-destruction of value.

Retailers-Led Brand Value Co-Creation Behaviors: An Intervening Analysis

There has been ample research on brand value co-creation (BVCC), but majorly it involved only one stakeholder (i.e., customers) as the source of co-creation. This paper aims to study employees’ brand citizenship behaviors (EBCB) with retailers’ brand value co-creation behaviors with a mediation mechanism of brand attachment in the FMCG sector. Scales were adapted from previous studies to measure EBCB, brand attachment, retailer-led feedback, retailer-led advocacy, and retailer-led helping. Data were collected through self-administered questionnaires, and PLS-SEM was used to analyze a sample of 189 salespersons and retailers. The findings support the complimentary partial mediation role of brand attachment in fostering retailers’ BVCC behaviors by EBCB. This study offers comprehensive insights into employees’ behaviors in cultivating retailers’ co-creation behaviors. Firms and marketers may benefit by focusing on the behaviors of their employees, especially sales employees who frequently visit retail stores.

Product service supply chain, brand value co-creation and performance of agricultural products

Product service supply chain, brand value co-creation and performance of agricultural products

A Bibliometric Analysis of Brand Value Co-creation and Consumer Engagement

Consumer engagement in brand value co-creation has been a prolific area of research in the last decade, and hence evidenced significant growth in literature in terms of both volume and diversity. However, despite substantial progress, the overall intellectual structure of brand value co-creation and consumer engagement research remains tenuous. This study examines extant research on brand value cocreation and consumer engagement through a bibliometric analysis of 398 articles extracted from the Scopus database. We incorporated citation, bibliographic coupling and keyword co-occurrence analysis to identify publication rankings and the major clusters with the help of VOS viewer software. Our findings highlight the contribution of key authors and journals and the state of knowledge and conceptualization of co-creation of brand value through consumer engagement. The results from this study will help researchers discover new areas for future research and will also provide valuable insights for marketers.

Service Dominant Logic Centered Brand Management

Abstract Word of Mouth (WOM) become more significant nowadays with the raise of social media platforms, and internet. Therefore, we experience a shift of communication power from company towards masses. Customers share their own experiences on internet and that makes obvious the need to reconsider many practices. Information which exists and is uploaded on internet stands among the catalyzers of the power shifting that occurred. It is then obvious the shift of power from companies towards customers. Marketing experienced a major shift in its mindset. Brand choice, and value do not withstand apart, and critical elements such as relationships, and the cost of jumping in another relationship must be taken in consideration too. In this context, the need to consider brand management from a Service Dominant Perspective emerges. Not only brand value co-creation but also brand value co-evaluation has become concerning for firms in today‘s dynamic context.

Expanding understanding of brand value co-creation on social media from an S-D logic perspective: Introducing structuration theory

Brands are increasingly seen in light of collaborative, value creation activities of a firm and all of its stakeholders. This is strongly influenced by the emergence and dominant role that social media plays in societies globally. With challenges presented for brand management and marketing scholarship more generally, to understand and react to the social implications presented for brand value creation. Accordingly, this study builds on the principles of S-D logic to expand understanding of the co-creation of brand value on social media. We introduce social construction theories, focusing on structuration theory. A conceptual model and propositions apply a structuration perspective to provide new insights into how brand value is socially constructed by multiple stakeholders using social media. The focus is on how stakeholder-brand interactions play out across three dimensions of social structure: meaning; norms; and power. We consider how brand meaning (and thus value), emerges out of consensus and dissensus between various stakeholders—brand loyalists and brand rebels—using social media to interact with brands. And how norms of behavior and structures of power guide and legitimize their social media use to reinforce, or potentially transform, brand meaning. Importantly, we consider how brand management can recognize the interactive opportunities provided by different social media platforms and the positions and roles of stakeholders and their social context in considering the social construction of brand value.

Brand Value Co-creation Revisited: A Critical Review of Studies

In the social world, brand value co-creation is described as an essential activity of market leaders that defines the growth and development of industries. This study explores the existing conceptualisation of brand value co-creation, and suggests reasons for co-creating brand value. For the purpose of a germane background, the study conducted a conceptual and empirical review of brand value co-creation. The study concludes that in order to remain relevant, successful and sustainable in a highly competitive environment, companies should strive to build brands by leveraging the potential of co-creating brand value. The novelty of this research lies in its logical establishment of the reasons of brand value co-creation- innovation, resource integration, relationship building, collaboration, customer satisfaction, and brand equity. Finally, the article proposes a conceptual model that highlights the reasons and categories of brand value co-creation. This article also contributes systematically to evolution of the field of brand value co-creation and identifies opportunities for further research that indicates its pertinence to brand management.
 
 Received: 16 December 2022 / Accepted: 28 February 2023 / Published: 5 March 2023

Building brand value co-creation in online transportation services: A serial mediation approach

This study aims to examine the impact of customer ethical perception on brand value co-creation in online transportation services through the role of serial mediation of customer-brand identification, overall satisfaction and transportation application commitment. This research was conducted on 300 generations Y and Z online transportation services users in the Province of Bali, Indonesia. Partial least square-structural equation modeling (PLS-SEM) was used for analysis purposes. It was found that customer ethical perception does not directly affect brand value co-creation. On the other hand, satisfaction mediates the influence of customer ethical perception on brand value co-creation. We then found that customer-brand identification and transportation application commitment mediate the influence of customer ethical perception on brand value co-creation serially. This study is the first to examine the role of serial mediation by using three variables namely customer-brand identification, satisfaction and transportation application commitment on the effect of customer ethical perception on brand value co-creation.

Research on Factors Influencing the Construction of Industrial Colleges from the Perspective of Brand Value Co-creation

Research on Factors Influencing the Construction of Industrial Colleges from the Perspective of Brand Value Co-creation

Brand Value Co-creation of Employees: a Systematic Review and Future Research Agenda

Brand Value Co-creation of Employees: a Systematic Review and Future Research Agenda

Brand systems: integrating branding research perspectives

PurposeThis paper aims to conceptualise and characterise brand systems and outline propositions and research avenues to advance the systems’ view of branding.Design/methodology/approachA conceptual synthesis approach is adopted to integrate the extant branding research perspectives. The conceptual framework is grounded in the theoretical foundation of marketing systems theory.FindingsThe conceptual framework delineates brand inputs, throughputs, outcomes and feedback effects within a brand system. It configures the complexity and dynamics of brand value formation among brand actors within the branding environment.Research limitations/implicationsThis paper contributes to systems thinking in branding and brand value co-creation research. It extends marketing systems theory into the branding context and provides research directions for exploring the structural and functional configurations, cause–consequence processes and outcome concerns of brand value formation.Practical implicationsThis conceptual framework informs brand development, management and regulation at a macro level. Managers can apply the brand system concept to identify and manage conflicting expectations of brand actors and alleviate adverse brand outcomes such as negative brand externalities, enhancing overall brand system health and societal value.Originality/valueThis research expands the scope of brand actor agency and identifies the likelihood of disproportionate brand outcomes. It provides methodological guidelines for analysis and intervention in brand systems.

Mediation Role of Destination Brand Patriotism in Social Media Brand Engagement and Destination Brand Value Co-creation: Local Residents’ Perspective in the Tourism Sector in Tanzania

ABSTRACT The study is an attempt to advance knowledge on the supply-side perspective of destination branding using a bottom-up approach. The study proposed and tested a model that examines the role of social media brand engagement in enhancing destination brand value co-creation via destination brand patriotism. The proposed model was tested empirically among 499 local residents using structural equation modeling. The findings suggest that social media brand engagement influences destination brand value co-creation via destination brand patriotism. Therefore, the findings suggest that destinations can use social media to engage local residents in destination brand value co-creation as brand value co-creators.

Transitional space and new forms of value co-creation in online brand communities

Drawing on a netnographic study and in-depth interviews within the online Greek Football Manager community, this paper explores the specific role of reality and fantasy in generating and sustaining brand value co-creation. Inspired by Winnicott’s psychoanalytic theory, this study illustrates how value co-creation occurs in-between reality and fantasy and unfolds via the complex interplay of real and fantasy-oriented resources which are largely situated in transitional space, that is the intermediate space of experience between shared reality and individual fantasy, and is facilitated by various transitional objects. The findings further highlight that members engage in a series of voluntary work activities while navigating themselves between the everyday shared reality of the real football word and the individual fantasy of their gaming experiences. This study puts forth a novel theoretical framework of value co-creation in transitional space within the context of online brand communities and draws theoretical and practical implications for future research.

What type of client do you need? The brand value co-creation in the banking sector.

Service-dominant logic established that for the success of service industries, it is vital to acknowledge the customer as an active agent in the commercial ecosystem. To carry it out, the consumer must participate in value creation. The resource integration theory exposes the importance of recognizing the customer as an agent capable of improving the company’s competitive advantage. It is only necessary for the participants to perceive benefits to make their resources available and integrate them into the co-creation process. This study aims to find the key customer-based factors that influence the brand value co-creation (VCC) process in the banking sector, analyzing the dynamics in different customers across national cultures and idiosyncrasies. In this paper, we analyze the potential heterogeneous idiosyncrasy of customers and how it leads to becoming more engaged in the co-creation process. Quantitative research was performed in five countries, obtaining a total of 2,029 valid questionnaires where latent profile analyses and ANOVAs were performed to identify and describe the latent profiles (LPA) of consumer co-creators of brand value. Afterward, a PLS-SEM was performed to test the research model in each segment. The results show four different profiles of customer co-creators of brand value, from non-co-creators (detractors), skeptical and neutral, to customers committed to co-creating brand value with their banks. The results indicate that detractor customers lack the motivations and resources to carry out co-creation behaviors. On the other hand, creativity and connectedness were crucial for customers co-creators of value. To the authors’ understanding, no studies have used latent segmentation to find the profiles of customer co-creators of brand value.

Value co-creation in branding: A systematic review from a tourism perspective

Although the concept of value co-creation has been predominant in the marketing discipline, there remains surprisingly little research on value co-creation in branding. This paper aims to provide a systematic literature review to demonstrate how the value co-creation literature for branding and tourism destinations has evolved. A three-phase methodology was adopted to critically analyse 74 articles from 2010 to 2022 to collect ideas and develop a more comprehensive understanding. Five main research areas with several research gaps were identified and categorised as: (a) conceptual research on value co-creation in branding; (b) Technology enables value co-creation in branding; (c) Value co-creation in branding from Enterprises’ perspectives; (d) Customer engagement in brand value co-creation; and (e) Value co-creation in tourism destination branding. Apart from providing valuable insights into value co-creation, the findings also aid marketers in establishing more effective collaboration across a variety of stakeholders and their brands, notably in the tourism industry, thereby adding to the existing literature in the marketing discipline.

Me versus we: The role of luxury brand managers in times of co-creation

Extant academic literature postulates a rather authoritative role of luxury brand managers as creators and protectors of luxury brands. Recent literature defines their role as orchestrators of dynamically evolving brand co-creation processes. However, empirical research on how luxury brand managers actually experience their role is missing. This study empirically investigates the role of luxury brand managers in times of brand value co-creation in the Swiss luxury watch and German luxury living industry. The findings advance the literature by empirically deriving four different role types of luxury brand managers: the autocratic guardian, the smart guardian, the agile facilitator, and the connecting supernovist. The study provides valuable guidance on how brand managers can orchestrate a luxury brand now and in the future.

Luxury brand value co-creation with online brand communities in the service encounter

A constant challenge for luxury brands is identifying ways to add value to their offering, compensating for the high price charged. Previous research has highlighted that superior value is added when customers and brands collaborate by co-creating and introducing unique experiences to the offering. However, there is limited research on how brands and their customers co-create value in an online context. Online brand community engagement is central to this process. Drawing upon the service dominant logic and the luxury customer value framework, we conduct fifteen in-depth interviews with managers and fifty with customers of a luxury hotel brand, followed by a netnography of its online community. Τhis results in the development of a typology that supports online value co-creation. The results show that the pleasurable/experiential content provides the highest engagement. The study reinforces the benefit of using the experiential approach to build a successful content strategy within online luxury communities.