Cocreated brand value: theoretical model and propositions

Hollebeek, L. D., Clark, M. K. ORCID: https://orcid.org/0000-0002-7123-4248, Hammedi, W. and Arvola, R. (2021) Cocreated brand value: theoretical model and propositions. Journal of Brand Management, 28 (4). pp. 413-428. ISSN 1350-231X doi: 10.1057/s41262-021-00235-9

Abstract/Summary

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 personalization and -institutionalization -, engagement, and sharing that combine to yield CCBV. In turn, CCBV produces the consequences of modified tie-strength and modified network cohesion. Drawing on the model, we develop a set of Propositions that consolidate insight into CCBV, followed by a summary of implications from our analyses.

Item Type	Article
URI	https://reading-pure-test.eprints-hosting.org/id/eprint/98741
Identification Number/DOI	10.1057/s41262-021-00235-9
Refereed	Yes
Divisions	Henley Business School > Digitalisation, Marketing and Entrepreneurship
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