Consumer Brand Value Co-creation Typology. (May 2019)

• Record Type: Journal Article
• Authors: Guzmán, Francisco; Paswan, Audhesh K.; Kennedy, Eric
• Is Part Of: Journal of creating value. Volume 5:Number 1(2019)
• Page Start: 40
• Page End: 52
• Publication Date: 2019-05
• Subjects: Co-creation -- typology -- value -- branding; Customer services -- Periodicals; Customer relations -- Management -- Periodicals; Consumer satisfaction -- Periodicals; 658.812
• DOI: 10.1177/2394964318804712
• Languages: English
• ISSNs: 2394-9643

Abstract

Abstract: Co-creation is said to take place in a variety of domains when two or more actors interact to create value. The topic of brand co-creation has been in the literature for 15 years. During this time, a multitude of concepts, constructs and behaviours about co-creation have been presented in the marketing literature. The result is a fragmented research area with little underlying consensus about how co-creation occurs between consumers and brands. The purpose of this article is to propose a brand co-creation typology, with the goal of consolidating existing work into a unified framework and providing a roadmap for practitioners to use co-creation in a more informed fashion. This typology creates avenues for future research through empirical testing.