Cocreated brand value: theoretical model and propositions
Hollebeek, L. D., Clark, M. K.
It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing. To link to this item DOI: 10.1057/s41262-021-00235-9 Abstract/SummaryThough 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.
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