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Product service supply chain, brand value co-creation and performance of agricultural products

Author

Listed:
  • Baojun Yang

    (North Minzu University)

  • Ning Yang

    (North Minzu University)

  • Yanzhao Qin

    (North Minzu University)

  • Rui Zhang

    (North Minzu University)

Abstract

Branding is becoming increasingly important for agricultural products. We develop and empirically test a value co-creation model on the performance of agricultural product branding in a product service supply chain (PSSC). Our findings from a qualitative case study and further large-scale quantitative analysis suggest that the capacity and quality of the PSSC positively affect the co-creation of agricultural product brand value, which in turn, influences the product brand performance. The findings of this research highlight the essential role of value co-creation in brand performance. They also underscore the importance of the integration and coordination among members of the agricultural PSSC to improve the capacity and quality of the PSSC. This research’s approach to combining qualitative and quantitative research methods offers a viable multi-method approach for empirical research.

Suggested Citation

  • Baojun Yang & Ning Yang & Yanzhao Qin & Rui Zhang, 2023. "Product service supply chain, brand value co-creation and performance of agricultural products," SN Business & Economics, Springer, vol. 3(7), pages 1-21, July.
    • Handle: RePEc:spr:snbeco:v:3:y:2023:i:7:d:10.1007_s43546-023-00483-8
    DOI: 10.1007/s43546-023-00483-8
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    References listed on IDEAS

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    1. Vandermerwe, Sandra & Rada, Juan, 1988. "Servitization of business: Adding value by adding services," European Management Journal, Elsevier, vol. 6(4), pages 314-324, December.
    2. Merz, Michael A. & Zarantonello, Lia & Grappi, Silvia, 2018. "How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale," Journal of Business Research, Elsevier, vol. 82(C), pages 79-89.
    3. Ramaswamy, Venkat & Ozcan, Kerimcan, 2016. "Brand value co-creation in a digitalized world: An integrative framework and research implications," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 93-106.
    4. Saccani, N. & Johansson, P. & Perona, M., 2007. "Configuring the after-sales service supply chain: A multiple case study," International Journal of Production Economics, Elsevier, vol. 110(1-2), pages 52-69, October.
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