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

Baojun Yang (), Ning Yang (), Yanzhao Qin () and Rui Zhang ()
Additional contact information
Baojun Yang: North Minzu University
Ning Yang: North Minzu University
Yanzhao Qin: North Minzu University
Rui Zhang: North Minzu University

SN Business & Economics, 2023, vol. 3, issue 7, 1-21

Abstract: Abstract Branding is becoming increasingly important for agricultural products. We develop and empirically test a value co-creation model on the performance of agricultural product branding in a product service supply chain (PSSC). Our findings from a qualitative case study and further large-scale quantitative analysis suggest that the capacity and quality of the PSSC positively affect the co-creation of agricultural product brand value, which in turn, influences the product brand performance. The findings of this research highlight the essential role of value co-creation in brand performance. They also underscore the importance of the integration and coordination among members of the agricultural PSSC to improve the capacity and quality of the PSSC. This research’s approach to combining qualitative and quantitative research methods offers a viable multi-method approach for empirical research.

Keywords: Brand value co-creation; Quality of product service supply chain; Capacity of product service supply chain; Brand performance (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s43546-023-00483-8 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:snbeco:v:3:y:2023:i:7:d:10.1007_s43546-023-00483-8

Ordering information: This journal article can be ordered from
https://www.springer.com/journal/43546

DOI: 10.1007/s43546-023-00483-8

Access Statistics for this article

SN Business & Economics is currently edited by Gino D'Oca

More articles in SN Business & Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().