Though ample studies address the cocreation process, scholarly understanding of the outcome of such cocreative processes (i.e. cocreated value) lags behind, particularly with respect to brand-related cocreated value. Based on this gap, we explore S-D logic-informed customer cocreated brand value (CCBV), which reflects a customer’s assessment of the value derived from interactive, joint, or collaborative activities for or with brand-related actors. We also develop a model that identifies the CCBV antecedents of resource integration—which generates resource personalisation and institutionalisation—engagement, and sharing that combine to yield CCBV. In turn, CCBV generates modified tie-strength and modified network cohesion. Drawing on the model, we develop a set of propositions that consolidate CCBV-based insight, followed by an overview of implications that arise from our analyses.

尽管有大量研究针对创造过程，但学术界对此类创造过程的结果（即共同创造的价值）的了解仍然落后，尤其是在品牌方面相关的共同创造价值。基于此差距，我们探索了SD逻辑告知的客户共同创造的品牌价值（CCBV），该价值反映了客户对与品牌相关参与者进行互动，联合或协作活动而获得的价值的评估。我们还开发了一个模型，该模型可以识别CCBV资源整合的前因，即产生资源个性化和制度化的参与度和共享度相结合，从而产生CCBV。反过来，CCBV会生成修改后的关联强度和修改后的网络内聚力。利用该模型，我们提出了一组主张，以巩固基于CCBV的见解，然后概述了我们的分析所产生的含义。