Cocreated brand value: theoretical model and propositions

Linda D. Hollebeek (), Moira K. Clark (), Wafa Hammedi () and René Arvola ()
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Linda D. Hollebeek: Montpellier Business School - University of Montpellier, Montpellier Research in Management
Moira K. Clark: University of Reading, Greenlands
Wafa Hammedi: University of Namur
René Arvola: Tallinn University of Technology

Journal of Brand Management, 2021, vol. 28, issue 4, No 5, 413-428

Abstract: 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.

Keywords: Cocreated brand value; Resource integration; Engagement; Sharing; Modified tie-strength; Modified network cohesion (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (4)

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DOI: 10.1057/s41262-021-00235-9

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