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Cocreated brand value: theoretical model and propositions

Author

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  • Linda D. Hollebeek

    (Montpellier Business School - University of Montpellier, Montpellier Research in Management
    Tallinn University of Technology)

  • Moira K. Clark

    (University of Reading, Greenlands)

  • Wafa Hammedi

    (University of Namur)

  • René Arvola

    (Tallinn University of Technology)

Abstract

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.

Suggested Citation

  • Linda D. Hollebeek & Moira K. Clark & Wafa Hammedi & René Arvola, 2021. "Cocreated brand value: theoretical model and propositions," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 413-428, July.
    • Handle: RePEc:pal:jobman:v:28:y:2021:i:4:d:10.1057_s41262-021-00235-9
    DOI: 10.1057/s41262-021-00235-9
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