TY - JOUR
T1 - Cocreated brand value
T2 - theoretical model and propositions
AU - Hollebeek, Linda D.
AU - Clark, Moira K.
AU - Hammedi, Wafa
AU - Arvola, René
N1 - Publisher Copyright:
© 2021, The Author(s), under exclusive licence to Springer Nature Limited.
PY - 2021/7
Y1 - 2021/7
N2 - 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.
AB - 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.
KW - Cocreated brand value
KW - Engagement
KW - Modified network cohesion
KW - Modified tie-strength
KW - Resource integration
KW - Sharing
UR - http://www.scopus.com/inward/record.url?scp=85103225980&partnerID=8YFLogxK
U2 - 10.1057/s41262-021-00235-9
DO - 10.1057/s41262-021-00235-9
M3 - Article
AN - SCOPUS:85103225980
SN - 1350-231X
VL - 28
SP - 413
EP - 428
JO - Journal of Brand Management
JF - Journal of Brand Management
IS - 4
ER -