Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions

Cassandra France (), Debra Grace, Joseph Lo Iacono and Joan Carlini
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Cassandra France: The University of Queensland
Debra Grace: Griffith University
Joseph Lo Iacono: Griffith University
Joan Carlini: Griffith University

Journal of Brand Management, 2020, vol. 27, issue 4, No 7, 466-480

Abstract: Abstract As value co-creation continues to gain traction as one of the most influential concepts in contemporary marketing, it is worthwhile to explore the role of the customer in the realisation of value. This paper considers that customer participation in a range of active customer behaviours, including development, feedback, advocacy and helping, can co-create customer perceptions of brand value. In particular, the research examines the interplay between the dimensions of quality, emotional, price and social value with respect to co-creation behaviour dimensions. Overall, the results indicate potentially positive impacts of advocacy and development behaviours, little influence from feedback and seemingly negative impacts from helping behaviour, upon brand value dimensions. This paper offers initial insight into the potential impacts of different behaviours upon forms of value, enhancing theoretical understanding and offering direction for brand management applications.

Keywords: Customer brand co-creation; Co-creation behaviour; Value co-creation; Customer perceived value; Brand management (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (8)

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DOI: 10.1057/s41262-020-00194-7

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