Skip to main content
Log in

Cocreated brand value: theoretical model and propositions

  • Original Article
  • Published:
Journal of Brand Management Aims and scope Submit manuscript

Abstract

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.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1

Similar content being viewed by others

References

  • Alexander, M., E. Jaakkola, and L. Hollebeek. 2018. Zooming out: Actor Engagement beyond the dyadic. Journal of Service Management 29 (3): 333–351.

    Google Scholar 

  • Alves, H., C. Fernandes, and M. Raposo. 2016. Value co-creation: Concept and contexts of application and study. Journal of Business Research 69 (5): 1626–1633.

    Google Scholar 

  • Bakker, A., L. Van Doornen, and W. Schaufeli. 2006. Burnout and work engagement: Do individual differences make a difference? Personality and Individual Differences 40 (3): 521–532.

    Google Scholar 

  • Bakker, A., M. Westman, I. Van Emmerik, and E. Demerouti. 2009. The crossover of work engagement between working couples. Journal of Managerial Psychology 24 (3): 220–236.

    Google Scholar 

  • Balaji, M., and S. Roy. 2017. Value co-creation with Internet of Things technology in the retail industry. Journal of Marketing Management 33 (1–2): 7–31.

    Google Scholar 

  • Ballantyne, D., and R. Varey. 2008. The Service-Dominant Logic and the future of marketing. Journal of the Academy of Marketing Science 36 (1): 11–14.

    Google Scholar 

  • Batra, R., and O. Ahtola. 1991. Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters 2: 159–170.

    Google Scholar 

  • Belk, R. 2007. Why not share rather than own? Annals of the American Academy of Political and Social Science 611: 126–140.

    Google Scholar 

  • Belk, R. 2010. Sharing. Journal of Consumer Research 36 (5): 715–734.

    Google Scholar 

  • Belk, R. 2014. You are what you can access: Sharing and collaborative consumption online. Journal of Business Research 67 (8): 1595–1600.

    Google Scholar 

  • Black, H., and S. Gallan. 2015. Transformative service networks: Cocreated value as well-being. Service Industries Journal 35 (15–16): 826–845.

    Google Scholar 

  • Bowden, J., J. Conduit, L. Hollebeek, V. Luoma-Aho, and B. Solem. 2017. Engagement valence duality and spillover effects in online brand communities. Journal of Service Theory and Practice 27 (4): 877–897.

    Google Scholar 

  • Boyle, E. 2007. A process model of brand cocreation: Brand management and research implications. Journal of Brand Management 16 (2): 122–131.

    Google Scholar 

  • Brodie, R., F. Fehrer, E. Jaakkkola, L. Hollebeek, and J. Conduit. 2016. From customer to actor engagement: Exploring a broadened domain. Oslo: EMAC.

    Google Scholar 

  • Brodie, R., J. Fehrer, E. Jaakkola, and J. Conduit. 2019. Actor engagement in networks: Exploring the conceptual domain. Journal of Service Research 22 (2): 173–188.

    Google Scholar 

  • Brodie, R., L. Hollebeek, A. Ilic, and B. Juric. 2011. Customer engagement: Conceptual domain, fundamental propositions & implications for research in service marketing. Journal of Service Research 14 (3): 252–271.

    Google Scholar 

  • Brodie, R., A. Ilic, B. Juric, and L. Hollebeek. 2013. Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research 66 (1): 105–114.

    Google Scholar 

  • Buonincontri, P., A. Morvillo, F. Okumus, and M. Van Niekerk. 2017. Managing the experience co-creation process in tourism destinations: Empirical findings from Naples. Tourism Management 62: 264–277.

    Google Scholar 

  • Burt, R. 1999. Entrpreneurs, distrust, and third parties: A strategic look at the dark side of dense networks. In: Levine, J., Thompson, L. and Messick, D. (Eds.), Shared Cognition in Organizations: The Management of Knowledge (pp. 213–243).

  • Busser, J., and L. Shulga. 2018. Co-created value: Multidimensional scale and nomological network. Tourism Management 65: 69–86.

    Google Scholar 

  • Caic, M., G. Odekerken-Schröder, and D. Mahr. 2018. Service robots: Value co-creation and co-destruction in elderly care networks. Journal of Service Management 29 (2): 178–205.

    Google Scholar 

  • Camilleri, J., and B. Neuhofer. 2017. Value co-creation and co-destruction in the Airbnb sharing economy. International Journal of Contemporary Hospitality Management 29 (9): 2322–2340.

    Google Scholar 

  • Carlson, J., N. De Vries, M. Rahman, and A. Taylor. 2017. Go with the flow: Engineering flow experiences for customer engagement value creation in branded social media environments. Journal of Brand Management 24 (4): 344–348.

    Google Scholar 

  • Carlson, J., S. Gudergan, C. Gelhard, and M. Rahman. 2019. Customer engagement with brands in social media platforms: Configurations, equifinality, and sharing. European Journal of Marketing 53 (9): 1733–1758.

    Google Scholar 

  • Chen, T., J. Drennan, L. Andrews, and L. Hollebeek. 2018. User experience sharing: Understanding customer initiation of value co-creation in online communities. European Journal of Marketing 52 (5/6): 1154–1184.

    Google Scholar 

  • Clark, M., C. Lages, and L. Hollebeek. 2020. Friend or foe? Customer engagement’s value-based effects on fellow customers and the firm. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2020.03.011.

    Article  Google Scholar 

  • Constantin, J., and R. Lusch. 1994. Understanding Resource Management. Oxford, OH: The Planning Forum.

    Google Scholar 

  • Dahl, A., G. Milne, and J. Peltier. 2019. Digital health information seeking in an omni-channel environment: A shared decision-making and Service-Dominant Logic perspective. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2019.02.025.

    Article  Google Scholar 

  • Daunt, K., and L. Harris. 2017. Consumer showrooming: Value co-destruction. Journal of Retailing and Consumer Services 38: 166–176.

    Google Scholar 

  • Delpechitre, D., L. Beeler-Connelly, and N. Chaker. 2018. Customer value co-creation behavior: A dyadic exploration of the influence of salesperson emotional intelligence on customer participation and citizenship behavior. Journal of Business Research 92: 9–24.

    Google Scholar 

  • Denize, S., and L. Young. 2007. Concerning trust and information. Industrial Marketing Management 36 (7): 968–982.

    Google Scholar 

  • De Valck, K., G. Van Bruggen, and B. Wierenga. 2009. Virtual communities: A marketing perspective. Decision Support Systems 47 (3): 185–203.

    Google Scholar 

  • Dong, B., K. Evans, and S. Zou. 2008. The effects of customer participation in co-created service recovery. Journal of the Academy of Marketing Science 36 (1): 123–137.

    Google Scholar 

  • Dong, B., and K. Sivakumar. 2017. Customer participation in services: Domain, scope, and boundaries. Journal of the Academy of Marketing Science 45 (6): 944–965.

    Google Scholar 

  • Echeverri, P., and P. Skålén. 2011. Co-creation and co-destruction: A practice-theory based study of interactive value formation. Marketing Theory 11 (3): 351–373.

    Google Scholar 

  • Edvardsson, B., M. Klein, and P. McHugh. 2014. Institutional logics matter when coordinating resource integration. Marketing Theory 14 (3): 291–309.

    Google Scholar 

  • Ekman, P., R. Raggio, and S. Thompson. 2016. Service network value co-creation: Defining the roles of the generic actor. Industrial Marketing Management 56: 51–62.

    Google Scholar 

  • France, C., D. Grace, J. Lo Iacono, and J. Carlini. 2020. Exploring the interplay between consumer perceived brand value and customer brand co-creation behaviour dimensions. Journal of Brand Management 27 (4): 466–480.

    Google Scholar 

  • Füller, J., H. Mühlbacher, K. Matzler, and G. Jawecki. 2009. Consumer empowerment through Internet-based co-creation. Journal of Management Information Systems 26 (3): 71–102.

    Google Scholar 

  • Gargiulo, M., and M. Benassi. 2000. Trapped in your own net? Network cohesion, structural holes, and the adaptation of social capital. Organization Science 11 (2): 183–196.

    Google Scholar 

  • Giddens, A. 1984. The Constitution of Society. Cambridge: Polity Press.

    Google Scholar 

  • Go Jefferies, J., S. Bishop, and S. Hibbert. 2019. Service innovation through resource integration: An empirical examination of co-created value using telehealth services. Public Policy and Administration. https://doi.org/10.1177/0952076718822715.

    Article  Google Scholar 

  • Granovetter, M. 1973. The strength of weak ties. American Journal of Sociology 78 (6): 1360–1380.

    Google Scholar 

  • Granovetter, M. 1983. The strength of weak ties: A network theory revisited. Sociological Theory 1: 201–233.

    Google Scholar 

  • Granovetter, M. 2005. The impact of social structure on economic outcomes. Journal of Economic Perspectives 19 (1): 33–50.

    Google Scholar 

  • Grönroos, C. 2008. Adopting a service business logic in relational business-to-business marketing: Value creation, interaction and joint value co-creation. Otago Forum 2 (9): 269–287.

    Google Scholar 

  • Grönroos, C., and P. Voima. 2013. Critical service logic: Making sense of value creation and co-creation. Journal of the Academy of Marketing Science 41 (2): 133–150.

    Google Scholar 

  • Gummesson, E., and C. Mele. 2010. Marketing as value co-creation through network interaction and resource integration. Journal of Business Market Management 4 (4): 181–198.

    Google Scholar 

  • Gupta, S., A. Pansari, and V. Kumar. 2018. Global customer engagement. Journal of International Marketing 26 (1): 4–29.

    Google Scholar 

  • Haar, J., and L. Hollebeek. 2021. Work engagement and job outcomes: Partner crossover and interaction effects. Working paper.

  • Hammedi, W. et al. 2020. Engagement. Working paper (chapter).

  • Han, K., W. Oh, K. Im, R. Chang, H. Oh, and A. Pinsonneault. 2012. Value cocreation and wealth spillover in open innovation alliances. MIS Quarterly 36 (1): 291–315.

    Google Scholar 

  • Hansen, M. 1999. The search-transfer problem: The role of weak ties in sharing knowledge across organization subunits. Administrative Science Quarterly 44 (1): 82–111.

    Google Scholar 

  • Harmeling, C., J. Moffett, M. Arnold, and B. Carlson. 2017. Toward a theory of customer engagement marketing. Journal of the Academy of Marketing Science 45 (3): 312–335.

    Google Scholar 

  • Heidenreich, S., K. Wittowski, M. Handrich, and T. Falk. 2014. The dark side of customer co-creation: Exploring the consequences of failed co-created services. Journal of the Academy of Marketing Science 43 (3): 279–296.

    Google Scholar 

  • Helm, C., and R. Jones. 2010. Extending the value chain - A conceptual framework for managing the governance of co-created brand equity. Journal of Brand Management 17 (8): 579–589.

    Google Scholar 

  • Hibbert, S., H. Winklhofer, and M. Temerak. 2012. Customers as resource integrators: Toward a model of customer learning. Journal of Service Research 15 (3): 247–261.

    Google Scholar 

  • Higgins, E., and A. Scholer. 2009. Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology 19 (2): 100–114.

    Google Scholar 

  • Hilpert, P., T. Brick, C. Flückiger, M. Vowels, E. Ceulemans, P. Kuppens, and L. Sels. 2020. What can be learned from couple research: Examining emotional co-regulation processes in face-to-face interactions. Journal of Counseling Psychology 67 (4): 475–487.

    Google Scholar 

  • Ho, H., and S. Ganesan. 2013. Does knowledge base compatibility help or hurt knowledge sharing between suppliers in competition? The role of customer participation. Journal of Marketing 77 (6): 91–107.

    Google Scholar 

  • Hollebeek, L. 2016. Exploring customer engagement: A multi-stakeholder perspective. In Customer Engagement: Contemporary Issues and Challenges, ed. R. Brodie, L. Hollebeek, and J. Conduit, 67–82. Singapore: Routledge.

    Google Scholar 

  • Hollebeek, L. 2018. Individual-level cultural consumer engagement styles: Conceptualization, propositions, and implications. International Marketing Review 35 (1): 42–71.

    Google Scholar 

  • Hollebeek, L. 2019. Developing business customer engagement through social media engagement-platforms: An integrative S-D logic/RBV-informed model. Industrial Marketing Management 81: 89–98.

    Google Scholar 

  • Hollebeek, L., and R. W. Belk. 2021. Consumers’ technology-facilitated brand engagement and wellbeing: Positivist TAM/PERMA- vs. Consumer Culture Theory perspectives. International Journal of Research in Marketing, in press. https://doi.org/10.1016/j.ijresmar.2021.03.001.

  • Hollebeek, L., M. Clark, and K. Macky. 2020a. Demystifying consumer digital cocreated value: Social presence theory-informed framework and propositions. Recherche et Applications en Marketing. https://doi.org/10.1177/2051570720961986.

    Article  Google Scholar 

  • Hollebeek, L., M. Glynn, and R. Brodie. 2014. Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing 28 (2): 149–165.

    Google Scholar 

  • Hollebeek, L., E. Jaakkola, and M. Alexander. 2018. Beyond the dyadic: Customer engagement in increasingly networked environments. Journal of Service Management 29 (4): 330–332.

    Google Scholar 

  • Hollebeek, L., V. Kumar, and R.K. Srivastava. 2020b. From customer-, to actor-, to stakeholder sengagement: Taking stock, conceptualization, and future directions. Journal of Service Research. https://doi.org/10.1177/1094670520977680.

    Article  Google Scholar 

  • Hollebeek, L., and K. Macky. 2019. Digital content marketing’s role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing 45 (1): 27–41.

    Google Scholar 

  • Hollebeek, L., R. Srivastava, and T. Chen. 2019a. S-D logic-informed customer engagement: Integrative framework, revised Fundamental Propositions, and application to CRM. Journal of the Academy of Marketing Science 47 (1): 161–185.

    Google Scholar 

  • Hollebeek, L., J. Islam, K. Macky, T. Taguchi, and C. Costley. 2019b. Personality-based consumer engagement styles: Conceptualization, research propositions & implications. In The Handbook of Research on Customer Engagement, ed. L. Hollebeek and D. Sprott. Edward Elgar.

    Google Scholar 

  • Huber, T., T. Kude, and J. Dibbern. 2017. Governance practices in platform ecosystems: Navigating tensions between cocreated value and governance costs. Information Systems Research 28 (3): 451.

    Google Scholar 

  • Hult, G.T., J. Mena, O.C. Ferrell, and L. Ferrell. 2011. Stakeholder marketing: A definition and conceptual framework. AMS Review 1 (1): 44–65.

    Google Scholar 

  • Iglesias, O., S. Markovic, M. Bagherzadesh, and J. Singh. 2020. Co-creation: A key link between corporate social responsibility, customer trust, and customer loyalty. Journal of Business Ethics 163: 151–166.

    Google Scholar 

  • Ind, N., O. Iglesias, and S. Markovic. 2017. The co-creation continuum: From tactical market research tool to strategic collaborative innovation method. Journal of Brand Management 24 (4): 310–321.

    Google Scholar 

  • Jiang, X., F. Jiang, X. Cai, and H. Liu. 2015. How does trust affect alliance performance? The mediating role of resource sharing. Industrial Marketing Management 45: 128–138.

    Google Scholar 

  • Junaid, M., K. Hussain, A. Basit, and F. Hou. 2020. Nature of brand love: Examining its variable effect on engagement and wellbeing. Journal of Brand Management 27 (3): 284–299.

    Google Scholar 

  • Keeling, D., K. De Ruyter, S. Mousavi, and A. Laing. 2019. Technology push without a patient pull: Examining digital unengagement with online health services. European Journal of Marketing 53 (9): 1701–1732.

    Google Scholar 

  • Kohler, T., J. Fueller, K. Matzler, D. Stieger, and J. Füller. 2011. Co-creation in virtual worlds: The design of the user experience. MIS Quarterly 35 (3): 773–788.

    Google Scholar 

  • Kull, A., and T. Heath. 2016. You decide, we donate: Strengthening consumer-brand relationships through digitally co-created social responsibility. International Journal of Research in Marketing 33 (1): 78–92.

    Google Scholar 

  • Kumar, V., B. Rajan, S. Gupta, and I. Dalla Pozza. 2019. Customer engagement in service. Journal of the Academy of Marketing Science 47 (1): 138–160.

    Google Scholar 

  • Leclercq, T., W. Hammedi, and I. Poncin. 2016. Ten years of value cocreation: An integrative review. Recherche et Applications en Marketing 31 (3): 26–60.

    Google Scholar 

  • Lenka, S., V. Varida, and J. Wincent. 2017. Digitalization capabilities as enablers of value co-creation in servitizing firms. Psychology & Marketing 34 (1): 92–100.

    Google Scholar 

  • Li, P., B. Juric, and R. Brodie. 2018. Actor engagement valence. Journal of Service Management 29 (3): 491–516.

    Google Scholar 

  • Lin, Z., Y. Chen, and R. Fillieri. 2017. Resident-tourist value co-creation: The role of residents’ perceived tourism impacts and life satisfaction. Tourism Management 61: 436–442.

    Google Scholar 

  • Litz, R. 1996. A resource-based view of the socially responsible firm: Stakeholder interdependence, ethical awareness, and issue responsiveness as strategic assets. Journal of Business Ethics 15 (12): 1355–1363.

    Google Scholar 

  • Liu, D., S. Sarkar, and C. Sriskandarajah. 2010. Resource allocation policies for personalization in content delivery sites. Information Systems Research 21 (2): 227–248.

    Google Scholar 

  • Luonila, M., S. Kati, and T. Lepisto. 2019. Unveiling mechanisms of value cocreation in festivals. Event Management 23 (1): 41–60.

    Google Scholar 

  • Lusch, R., and S. Nambisan. 2015. Service innovation: A Service-Dominant Logic perspective. MIS Quarterly 39 (1): 155.

    Google Scholar 

  • Lusch, R.F., and S. Vargo. 2006. Service-dominant logic: Reactions, reflections and refinements. Marketing Theory 6 (3): 281–288.

    Google Scholar 

  • Lusch, R., S. Vargo, and M. O’Brien. 2007. Competing through service: Insights from Service-Dominant Logic. Journal of Retailing 83 (1): 5–18.

    Google Scholar 

  • MacInnis, D. 2011. A Framework for conceptual contributions in marketing. Journal of Marketing 75: 136–154.

    Google Scholar 

  • Madhavaram, S., and S. Hunt. 2008. The Service-Dominant Logic and a hierarchy of operant resources: Developing masterful operant resources and implications for marketing strategy. Journal of the Academy of Marketing Science 36 (1): 67–82.

    Google Scholar 

  • Mahr, D., A. Lievens, and V. Blazevic. 2014. The value of customer cocreated knowledge during the innovation process. Journal of Product Innovation Management 31 (3): 599–615.

    Google Scholar 

  • Marsden, P., and K. Campbell. 1984. Measuring tie strength. Social Forces 63 (2): 482–501.

    Google Scholar 

  • Mathews, K., M. White, R. Long, and B. Soper. 1998. Association of indicators and predictors of tie strength. Psychological Reports 83: 1459–1469.

    Google Scholar 

  • McColl-Kennedy, J., S. Vargo, T. Dagger, J. Sweeney, and Y. Van Kasteren. 2012. Health care customer value cocreation practice styles. Journal of Service Research 15: 370–389.

    Google Scholar 

  • Mena, J., and B. Chabowski. 2015. The role of organizational learning in stakeholder marketing. Journal of the Academy of Marketing Science 43 (4): 429–452.

    Google Scholar 

  • Merz, M., Y. He, and S. Vargo. 2009. The evolving brand logic: A service-dominant logic perspective. Journal of the Academy of Marketing Science 37: 328–344.

    Google Scholar 

  • Merz, M., L. Zarantonello, and S. Grappi. 2018. How valuable are your customers in the brand value co-creation process? The development of a customer co-creation value (CCCV) scale. Journal of Business Research 82: 79.

    Google Scholar 

  • Mingione, M., M. Cristofaro, and D. Mondi. 2020. If I give you my emotion, what do I get? Conceptualizing and measuring the co-created emotional value of the brand. Journal of Business Research 109 (March): 310–320.

    Google Scholar 

  • Naci, H., and J. Ionnidis. 2015. Evaluation of wellness determinants and interventions by citizen scientists. Journal of the American Medical Association 314 (2): 121–122.

    Google Scholar 

  • Ng, I., R. Maull, and L. Smith. 2011. Embedding the new discipline of service science. In Service science, ed. H. Demirkan, J. Spohrer, and V. Krishna. Springer.

    Google Scholar 

  • Nobre, H., and A. Ferreira. 2017. Gamification as a platform for brand co-creation experiences. Journal of Brand Management 24 (4): 349–361.

    Google Scholar 

  • Normann, R., and R. Ramirez. 1994. Designing Interactive Strategy: From Value Chain to Value Constellation. Wiley.

    Google Scholar 

  • Novak, T., D. Hoffman, and Y. Yung. 2000. Measuring the customer experience in online environments: A structural modeling approach. Marketing Science 19 (1): 22–42.

    Google Scholar 

  • Oertzen, A., G. Odekerken-Schröder, S. Brax, and B. Mager. 2018. Co-creating services: Conceptual clarification, forms and outcomes. Journal of Service Management 29 (4): 641–679.

    Google Scholar 

  • Okhuysen, G., and J. Bonardi. 2011. The challenges of building theory by combining lenses. Academy of Management Review 36 (1): 6–11.

    Google Scholar 

  • Ostrom, A., M.J. Bitner, S. Brown, M. Goul, V. Smith-Daniels, H. Demirkan, and E. Rabinovich. 2010. Moving forward and making a difference: Research priorities for the science of service. Journal of Service Research 13 (1): 4–36.

    Google Scholar 

  • Palmatier, R., C. Jarvis, and J. Bechkoff. 2009. The role of customer gratitude in relationship marketing. Journal of Marketing 73 (5): 1–18.

    Google Scholar 

  • Parasuraman, A., V. Zeithaml, and L. Berry. 1988. SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing 64 (1): 12–40.

    Google Scholar 

  • Payne, A., K. Storbacka, and P. Frow. 2008. Managing the co-creation of value. Journal of the Academy of Marketing Science 36: 83–96.

    Google Scholar 

  • Peñaloza, L., and A. Venkatesh. 2006. Further evolving the new dominant logic of marketing: From services to the social construction of markets. Marketing Theory 6 (3): 299–316.

    Google Scholar 

  • Peters, L., H. Löbler, R. Brodie, C. Breidbach, L. Hollebeek, S. Smith, D. Sörhammar, and R. Varey. 2014. Theorizing about resource integration though S-D Logic. Marketing Theory 14 (3): 249–268.

    Google Scholar 

  • Plé, L., and R. Chumpitaz Cáceres. 2010. Not always co-creation: Introducing interactional co-destruction of value in Service-Dominant Logic. Journal of Services Marketing 24 (6): 430–437.

    Google Scholar 

  • Poulin, M., B. Montreuil, and A. Martel. 2006. Implications of personalization offers on demand and supply network design: A case from the gold club industry. European Journal of Operational Research 169 (3): 996–1009.

    Google Scholar 

  • Prahalad, C., and M. Krishnan. 2008 The New Age of Innovation: Driving Cocreated Value through Global Networks. McGraw-Hill.

  • Prahalad, C., and V. Ramaswamy. 2000. Co-opting customer competence. Harvard Business Review 78 (1): 79–90.

    Google Scholar 

  • Prahalad, C., and V. Ramaswamy. 2004. Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing 18 (3): 5–14.

    Google Scholar 

  • Ramaswamy, V., and K. Ozcan. 2016. Brand value co-creation in a digitalized world: An integrative framework and research implications. International Journal of Research in Marketing 33 (1): 93–106.

    Google Scholar 

  • Ramaswamy, V., and K. Ozcan. 2018. What is co-creation? An interactional creation framework and its implications for value creation. Journal of Business Research 84: 196–205.

    Google Scholar 

  • Ramirez, R. 1999. Value co-production: Intellectual origins and implications for practice and research. Strategic Management Journal 20 (1): 49–66.

    Google Scholar 

  • Ranjan, K., and S. Read. 2016. Value co-creation: Concept and measurement. Journal of the Academy of Marketing Science 44 (3): 290–315.

    Google Scholar 

  • Rather, R., L. Hollebeek, and J. Islam. 2019. Tourism-based customer engagement. Service Industries Journal 39 (7–8): 519–540.

    Google Scholar 

  • Ryff, C. 1989. Happiness is everything, Or is it? Explorations on the meaning of psychological well-being. Journal of Personality and Social Psychology 57 (6): 1069–1081.

    Google Scholar 

  • Ryff, C., and C. Keyes. 1995. The structure of psychological well-being revisited. Journal of Personality and Social Psychology 69 (4): 719–727.

    Google Scholar 

  • Schau, H., A. Muniz, and E. Arnould. 2009. How brand community practices create value. Journal of Marketing 73 (5): 30–51.

    Google Scholar 

  • Schmeltz, L., and A.M. Kjeldsen. 2019. Co-creating polyphony or cacophony? A case study of a public organization’s brand co-creation process and the challenge of orchestrating multiple internal voices. Journal of Brand Management 26 (3): 304–316.

    Google Scholar 

  • Smith, A. 2013. The value co-destruction process: A customer resource perspective. European Journal of Marketing 47 (11–12): 1889–1909.

    Google Scholar 

  • Soh, P. 2017. Apple and Accenture partner to Create iOS Business Solutions. https://www.apple.com/ng/newsroom/2017/08/apple-and-accenture-partner-to-create-ios-business-solutions/.

  • Stach, J. 2019. Meaningful experiences: An embodied cognition perspective on brand meaning co-creation. Journal of Brand Management 26 (3): 317–331.

    Google Scholar 

  • Sweeney, J., T. Danaher, and J. McColl-Kennedy. 2015. Customer effort in value cocreation activities: Improving quality of life and behavioural intentions of health care customers. Journal of Service Research 18 (3): 318–335.

    Google Scholar 

  • Swinyard, W. 1998. Shopping mall customer values: The national mall shopper and the list of values. Journal of Retailing and Consumer Services 5 (3): 167–172.

    Google Scholar 

  • Toma, C., and F. Butera. 2009. Hidden profiles and concealed information: Strategic information sharing and use in group decision making. Personality and Social Psychology Bulletin 35 (6): 793–806.

    Google Scholar 

  • Tortoriello, M., R. Reagans, and B. McEvily. 2000. Bridging the knowledge gap: The influence of strong ties, network cohesion, and network range on the transfer of knowledge between organizational units. Organization Science 23 (4): 1024–1039.

    Google Scholar 

  • Tsai, W. 2001. Knowledge transfer in intraorganizational networks: Effects of network position and absorptive capacity on business unit innovation and performance. Academy of Management Journal 44 (5): 996–1004.

    Google Scholar 

  • Vallaster, C., and S. Von Wallpach. 2013. An online discursive inquiry into the social dynamics of multi-stakeholder brand meaning co-creation. Journal of Business Research 66 (9): 1505–1515.

    Google Scholar 

  • Vargo, S. 2018. Personal communication (forwarded), February.

  • Vargo, S., and R. Lusch. 2004. Evolving to a new dominant logic for marketing. Journal of Marketing 68 (1): 1–17.

    Google Scholar 

  • Vargo, S., and R. Lusch. 2008. Service-Dominant Logic: Continuing the evolution. Journal of the Academy of Marketing Science 36 (1): 1–10.

    Google Scholar 

  • Vargo, S., and R. Lusch. 2016. Institutions and axioms: An extension and update of Service-Dominant Logic. Journal of the Academy of Marketing Science 44 (1): 5–23.

    Google Scholar 

  • Vargo, S., and R. Lusch. 2017. S-D Logic 2025. International Journal of Research in Marketing 34 (1): 46–67.

    Google Scholar 

  • Venkatesan, R. 2017. Executing on a customer engagement strategy. Journal of the Academy of Marketing Science 45 (3): 289–293.

    Google Scholar 

  • Watson, R., H. Wilson, P. Smart, and E. Macdonald. 2017. Harnessing difference: A capability-based framework for stakeholder engagement in environmental innovation. Journal of Product Innovation Management 35 (2): 254–279.

    Google Scholar 

  • Ward, P., J. Chandler, L. Hollebeek, and J. Pels. 2019. Engagement in resource-constrained environments. Working-paper.

  • Westney, D. 1993. Institutionalization Theory and the Multinational Corporation. Springer.

    Google Scholar 

  • Yadav, M. 2010. The decline of conceptual articles and implications for knowledge development. Journal of Marketing 74 (1): 1–19.

    Google Scholar 

  • Yi, Y., and T. Gong. 2013. Customer value co-creation behavior: Scale development and validation. Journal of Business Research 66: 1279–1284.

    Google Scholar 

  • Zhang, T., C. Lu, E. Torres, and P. Chen. 2018. Engaging customers in value co-creation or co-destruction online. Journal of Services Marketing 32 (1): 57–69.

    Google Scholar 

  • Zhao, J., T. Wang, and X. Fan. 2015. Patient value co-creation in online health communities: Social identity effects on customer knowledge contributions and membership continuance intentions in online. Journal of Service Management 26 (1): 72–96.

    Google Scholar 

Download references

Acknowledgments

The authors express sincere gratitude to Professor Steve Vargo for a personal communication, Professor Rajendra K. Srivastava for a discussion on networks, and Professors David Sprott, Tor Andreassen, and Jill Sweeney for reading and commenting on earlier drafts of this paper. We also thank Dr Tom Chen, Dr Choukri Menidjel, Dr Sandra Smith, and Victor Saha for a discussion on cocreation and/or related concepts. Moreover, the lead author acknowledges a discussion with Brodie, Fehrer, Jaakkola, Hollebeek, and Conduit (2016: EMAC) and her co-authored paper, Hollebeek, Clark, and Macky (2020), titled “Demystifying Consumer Digital Cocreated Value: Social Presence Theory-Informed Framework and Propositions” (Recherche et Applications en Marketing), which contains foundational thinking that has helped inform this paper.

Funding

This research did not receive any funding from the public, commercial, or not-for-profit sectors.

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to Linda D. Hollebeek.

Ethics declarations

Conflict of interest

On behalf of all authors, the corresponding author states that there is no conflict of interest.

Additional information

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Hollebeek, L.D., Clark, M.K., Hammedi, W. et al. Cocreated brand value: theoretical model and propositions. J Brand Manag 28, 413–428 (2021). https://doi.org/10.1057/s41262-021-00235-9

Download citation

  • Revised:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1057/s41262-021-00235-9

Keywords

Navigation