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How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale

Citations

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Cited by:

  1. Faheem Gul Gilal & Justin Paul & Asha Thomas & Lia Zarantonello & Rukhsana Gul Gilal, 2023. "Brand passion: a systematic review and future research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 490-515, November.
  2. Sanjit K. Roy & Gaganpreet Singh & Corey Hatton & Bidit Dey & Nisreen Ameen & Satish Kumar, 2023. "Customers’ motives to co-create in smart services interactions," Electronic Commerce Research, Springer, vol. 23(3), pages 1367-1400, September.
  3. Cuomo, Maria Teresa & Colosimo, Ivan & Celsi, Lorenzo Ricciardi & Ferulano, Roberto & Festa, Giuseppe & La Rocca, Michele, 2022. "Enhancing Traveller Experience In Integrated Mobility Services Via Big Social Data Analytics," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
  4. Jielin Yin & Yangyang Zhao & Zhenzhong Ma & Siqi Chen & Miaomiao Li, 2025. "Customer citizenship behavior and customer perceived value in China: the mediating role of value co-creation experience," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-13, December.
  5. Kusi, Samuel Yaw & Gabrielsson, Peter & Kontkanen, Minnie, 2021. "Developing brand identities for international new ventures under uncertainty: Decision-making logics and psychic distance," International Business Review, Elsevier, vol. 30(6).
  6. Matti Haverila & Kai Haverila & Caitlin McLaughlin & Mehak Arora, 2022. "Engagement, participation, and relationship quality in the context of co-creation in brand communities," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(3), pages 232-249, September.
  7. Sarasvuo, Sonja & Rindell, Anne & Kovalchuk, Marina, 2022. "Toward a conceptual understanding of co-creation in branding," Journal of Business Research, Elsevier, vol. 139(C), pages 543-563.
  8. Qian Li & Qingyun Gao & Yan Zhang & Chennan Gou, 2024. "How Can Small and Medium-Sized Manufacturing Enterprises Improve Green Innovation Performance through Innovation Ecosystems?," Sustainability, MDPI, vol. 16(6), pages 1-23, March.
  9. Alita, Lita, 2025. "Enhancing citizen engagement in urban greening: The potential of large language models in value co-creation," Technological Forecasting and Social Change, Elsevier, vol. 216(C).
  10. Wilhelmus Hary Susilo & Yan Pieter Mulia Hutabarat & Otto Bustani, 2019. "The Pursuit for Brand Usage Intent: Insight in Higher Education which Used the Compatible Computer," International Review of Management and Marketing, Econjournals, vol. 9(5), pages 125-132.
  11. Jessica Bosisio, 2024. "A research landscape on customer co-creation value: a systematic literature network analysis," Italian Journal of Marketing, Springer, vol. 2024(3), pages 339-368, September.
  12. Suomi, Kati & Luonila, Mervi & Tähtinen, Jaana, 2020. "Ironic festival brand co-creation," Journal of Business Research, Elsevier, vol. 106(C), pages 211-220.
  13. Sahi, Gurjeet Kaur & Devi, Rita & Gupta, Mahesh C. & Cheng, T.C.E., 2022. "Assessing co-creation based competitive advantage through consumers’ need for differentiation," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
  14. Carlson, Jamie & Wyllie, Jessica & Rahman, Mohammad M. & Voola, Ranjit, 2019. "Enhancing brand relationship performance through customer participation and value creation in social media brand communities," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 333-341.
  15. Jain, Geetika & Paul, Justin & Shrivastava, Archana, 2021. "Hyper-personalization, co-creation, digital clienteling and transformation," Journal of Business Research, Elsevier, vol. 124(C), pages 12-23.
  16. Ridhwan O. Olaoke & Steven W. Bayighomog & Mustafa Tümer, 2021. "Nonlinear relationship between brand experience and customer satisfaction in the hospitality sector: an exploratory study," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 643-656, November.
  17. Eric Kennedy & Francisco Guzmán & Nicholas Ind, 2022. "Motivating gender toward co-creation: a study on hedonic activities, social importance, and personal values," Journal of Brand Management, Palgrave Macmillan, vol. 29(1), pages 127-140, January.
  18. Santiago, Joanna & Borges-Tiago, Maria Teresa & Tiago, Flávio, 2022. "Is firm-generated content a lost cause?," Journal of Business Research, Elsevier, vol. 139(C), pages 945-953.
  19. Yung‐Chuan Huang & Chih‐Hsing Liu, 2024. "Hybrid evaluation approach for the overall impression development through the sustainability concepts and strategy of competition," Sustainable Development, John Wiley & Sons, Ltd., vol. 32(3), pages 2268-2281, June.
  20. Loureiro, Sandra Maria Correia & Romero, Jaime & Bilro, Ricardo Godinho, 2020. "Stakeholder engagement in co-creation processes for innovation: A systematic literature review and case study," Journal of Business Research, Elsevier, vol. 119(C), pages 388-409.
  21. 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.
  22. Cuomo, Maria Teresa & Tortora, Debora & Foroudi, Pantea & Giordano, Alex & Festa, Giuseppe & Metallo, Gerardino, 2021. "Digital transformation and tourist experience co-design: Big social data for planning cultural tourism," Technological Forecasting and Social Change, Elsevier, vol. 162(C).
  23. Diana Escandon-Barbosa & Jairo Salas & Josep Rialp & Maria del Camen Alarcon del Amo, 2025. "Power in Value Cocreation Process: The Emergence of a New Dimension," Global Business Review, International Management Institute, vol. 26(5), pages 1328-1351, October.
  24. Kati Suomi & Kaisa Aro, 2025. "Bricolage and Entrepreneurial Branding in Finnish Tourism Business SMEs," Corporate Reputation Review, Palgrave Macmillan, vol. 28(2), pages 155-174, May.
  25. Trang P. Tran & Qin Sun & Anh Dang, 2025. "Examining value co-creation in branded mobile apps: a critical analysis of its antecedents and outcomes," Journal of Marketing Analytics, Palgrave Macmillan, vol. 13(3), pages 780-797, September.
  26. Alvina Gillani & Smirti Kutaula & Leonidas C. Leonidou & Paul Christodoulides, 2021. "The Impact of Proximity on Consumer Fair Trade Engagement and Purchasing Behavior: The Moderating Role of Empathic Concern and Hypocrisy," Journal of Business Ethics, Springer, vol. 169(3), pages 557-577, March.
  27. Álvaro Dias & Inês Aldana & Leandro Pereira & Renato Lopes da Costa & Nelson António, 2021. "A Measure of Tourist Responsibility," Sustainability, MDPI, vol. 13(6), pages 1-20, March.
  28. Nobre, Helena & Simões, Cláudia, 2019. "NewLux Brand Relationship Scale: Capturing the scope of mass-consumed luxury brand relationships," Journal of Business Research, Elsevier, vol. 102(C), pages 328-338.
  29. Cassandra France & Debra Grace & Joseph Lo Iacono & Joan Carlini, 0. "Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-15.
  30. Sam Alfoqahaa, 2025. "A moderated model of the relationship between consumers’ need for uniqueness and purchase intention of luxury fashion brands," Future Business Journal, Springer, vol. 11(1), pages 1-19, December.
  31. Dr. Rana Muhammad Shahid Yaqub & Ehtisham & Fawad Waseem & Muhammad Aqeel, 2023. "Nexus Between Instagram Marketing, Consumer Response And Customer Based Brand Equity: A Developing Country Perspective," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 12(2), pages 289-301.
  32. Vrontis, Demetris & Basile, Gianpaolo & Simona Andreano, M. & Mazzitelli, Andrea & Papasolomou, Ioanna, 2020. "The profile of innovation driven Italian SMEs and the relationship between the firms’ networking abilities and dynamic capabilities," Journal of Business Research, Elsevier, vol. 114(C), pages 313-324.
  33. 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.
  34. Fatemeh Hamidi & Naser Shams Gharneh & Datis Khajeheian, 2019. "A Conceptual Framework for Value Co-Creation in Service Enterprises (Case of Tourism Agencies)," Sustainability, MDPI, vol. 12(1), pages 1-21, December.
  35. Ali Moghadamzadeh & Pejman Ebrahimi & Soodabeh Radfard & Aidin Salamzadeh & Datis Khajeheian, 2020. "Investigating the Role of Customer Co-Creation Behavior on Social Media Platforms in Rendering Innovative Services," Sustainability, MDPI, vol. 12(17), pages 1-20, August.
  36. Ken Sudarti & Hendar Hendar & Nabila Tharrazana, 2024. "The role of religious brand community support to increase value co-creation in market religio-centric," Asian Management and Business Review, Master of Management, Department of Management, Faculty of Business and Economics Universitas Islam Indonesia, vol. 4(2), pages 173-186.
  37. Nathalie Peña-García & Mauricio Losada-Otálora & Jorge Juliao-Rossi & Augusto Rodríguez-Orejuela, 2021. "Co-Creation of Value and Customer Experience: An Application in Online Banking," Sustainability, MDPI, vol. 13(18), pages 1-14, September.
  38. Vivek Pani Gumparthi & Vamsidhar Ambatipudi & Amandeep Singh Narang, 2025. "I Cannot Let Go of the Passion: Comparing the Interpersonal and Intrapersonal Conceptualizations of Brand Passion," Business Perspectives and Research, , vol. 13(3), pages 400-419, July.
  39. Sorensen, Anne, 2021. "Facilitating value: How organizations deploy resources in social media-based brand communities," Journal of Business Research, Elsevier, vol. 136(C), pages 678-694.
  40. Stuart Read & Stefan Michel & Jan H. Schumann & Kumar Rakesh Ranjan, 2019. "Pricing co-created value: an integrative framework and research agenda," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 155-183, December.
  41. Natalia Rubio & Nieves Villaseñor & Mª Jesús Yagüe, 2021. "Influence of Value Co-Creation on Virtual Community Brand Equity for Unichannel vs. Multichannel Users," Sustainability, MDPI, vol. 13(15), pages 1-16, July.
  42. Lars Brand & Matthias Anderski & Tim Ströbel, 2025. "Unpacking brand co-creation: a single-case study and empirical consolidation of brand co-creation performances following qualitative meta-synthesis," Journal of Brand Management, Palgrave Macmillan, vol. 32(2), pages 150-165, March.
  43. Xianliang Shi & Genzhu Li & Ciwei Dong & Yefei Yang, 2020. "Value Co-Creation Behavior in Green Supply Chains: An Empirical Study," Energies, MDPI, vol. 13(15), pages 1-26, July.
  44. Nadeem, Waqar & Juntunen, Mari & Shirazi, Farid & Hajli, Nick, 2020. "Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality," Technological Forecasting and Social Change, Elsevier, vol. 151(C).
  45. Sokolova, Karina & Kefi, Hajer, 2020. "Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
  46. Yi-Wen Chen, 2020. "Sustainable Value Co-Creation in the Virtual Community: How Diversified Co-Creation Experience Affects Co-Creation Intention," IJERPH, MDPI, vol. 17(22), pages 1-14, November.
  47. Fawad Ullah & Shen Lei & Jon K. Newton & Daniel W. Lund, 2025. "TCM-AVC Model: A Systematic Literature Review on Value Co-Creation in B2B and Research Agenda," Sustainability, MDPI, vol. 17(5), pages 1-28, February.
  48. Anthony Okoeguale, 2023. "Brand Value Co-creation Revisited: A Critical Review of Studies," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, March.
  49. Viglia, Giampaolo & Pera, Rebecca & Dyussembayeva, Shynar & Mifsud, Matthieu & Hollebeek, Linda D., 2023. "Engagement and value cocreation within a multi-stakeholder service ecosystem," Journal of Business Research, Elsevier, vol. 157(C).
  50. Truong Thi Xuan Dao & Pham Huong Trang & Tran Duc Thanh, 2022. "The Big Five personality traits and co-production behaviour of Vietnamese tourists: An extension of the theory of planned behaviour," Zbornik radova Ekonomskog fakulteta u Rijeci/Proceedings of Rijeka Faculty of Economics, University of Rijeka, Faculty of Economics and Business, vol. 40(1), pages 97-127.
  51. Xin Zhang & Xiaoyan Ding & Liang Ma & Gaoshan Wang, 2018. "Identifying Factors Preventing Sustainable Brand Loyalty among Consumers: A Mixed Methods Approach," Sustainability, MDPI, vol. 10(12), pages 1-13, December.
  52. Christian Narh Opata & Wen Xiao & Angela Abena Nusenu & Stephen Tetteh & Tettey-Wayo John Narh, 2020. "Customer Value Co-Creation in the Automobile Industry: Antecedents, Satisfaction, and Moderation," SAGE Open, , vol. 10(3), pages 21582440209, August.
  53. Luse, Andy & Burkman, Jim, 2022. "Learned helplessness attributional scale (LHAS): Development and validation of an attributional style measure," Journal of Business Research, Elsevier, vol. 151(C), pages 623-634.
  54. Chapman, Alexis & Dilmperi, Athina, 2022. "Luxury brand value co-creation with online brand communities in the service encounter," Journal of Business Research, Elsevier, vol. 144(C), pages 902-921.
  55. Sandra Misiak-Kwit & Małgorzata Wiścicka-Fernando & Kelaniyage Shihan Dilruk Fernando, 2021. "The Symbiotic Mutualism between Co-Creation and Entrepreneurship," Sustainability, MDPI, vol. 13(11), pages 1-12, June.
  56. Bruno Schivinski & Daniela Langaro & Teresa Fernandes & Francisco Guzmán, 2020. "Social media brand engagement in the context of collaborative consumption: the case of AIRBNB," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 645-661, November.
  57. Zhu, Tengteng & Zhang, Lu & Zeng, Chuhong & Liu, Xin, 2022. "Rethinking value co-creation and loyalty in virtual travel communities: How and when they develop," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
  58. Yan Shi & Xue Yang, 2026. "Virtual reality stimulating customer creativity in product co-development," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 13(1), pages 1-10, December.
  59. Vicente Sales-Vivó & Irene Gil-Saura & Martina G. Gallarza, 2020. "Value Co-Creation and Satisfaction in B2B Context: A Triadic Study in the Furniture Industry," Sustainability, MDPI, vol. 13(1), pages 1-17, December.
  60. Lucas Chacur & Murillo Dias, 2026. "Value Creation in Luxury Real Estate: Perspectives of Customers and Companies," International Journal of Business and Management, Canadian Center of Science and Education, vol. 21(2), pages 1-65, March.
  61. Mehmet Ali Zengin & Mustafa Kemal Yilmaz, 2025. "Developing a scale for value co-creation in producer-supplier relationships," Future Business Journal, Springer, vol. 11(1), pages 1-11, December.
  62. Sohaib, Muhammad & Han, Heesup, 2023. "Building value co-creation with social media marketing, brand trust, and brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
  63. Dabija, Dan-Cristian & Brătianu, Constantin & Dominici, Gandolfo & Vătămănescu, Elena-Mădălina, 2024. "Unveiling e-learning and knowledge sharing during the pandemic: From expert skills perception to student satisfaction," Technology in Society, Elsevier, vol. 77(C).
  64. Hardcastle, Kimberley & Edirisingha, Prabash & Cook, Paul & Sutherland, Matthew, 2025. "The co-existence of brand value co-creation and co-destruction across the customer journey in a complex higher education brand," Journal of Business Research, Elsevier, vol. 186(C).
  65. Kuo Cheng Chung & Paul Juinn Bing Tan, 2022. "Options to Improve Service Quality to Enhance Value Co-Creation for Customers in the Aviation Industry in Taiwan," SAGE Open, , vol. 12(1), pages 21582440221, March.
  66. Mourelatos, Evangelos, 2021. "Personality and Ethics on Online Labor Markets: How mood influences ethical perceptions," EconStor Preprints 244735, ZBW - Leibniz Information Centre for Economics.
  67. Natalia Rubio & Nieves Villaseñor & Maria Jesús Yague, 2019. "Does Use of Different Platforms Influence the Relationship between Cocreation Value-in-Use and Participants’ Cocreation Behaviors? An Application in Third-Party Managed Virtual Communities," Complexity, Hindawi, vol. 2019, pages 1-15, January.
  68. Wang, Qingtao & Bai, Xuan & Li, Julie Juan, 2023. "Achieving value co-creation through cooperation in international joint ventures: A two-level perspective," International Business Review, Elsevier, vol. 32(1).
  69. Konrad Biercewicz & Malgorzata Wiscicka-Fernando, 2023. "Customers' Emotions and Openness to Product Co-Creation: An Empirical Analysis Based on EEG Data," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 49-69.
  70. Cassandra France & Debra Grace & Joseph Lo Iacono & Joan Carlini, 2020. "Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 466-480, July.
  71. Kurtulan Ali & Begeç Suat, 2023. "Effects of Social Responsibility Practices on the Brand Image, Brand Awareness, and Brand Loyalty of Sponsor Businesses: A Study on Sports Clubs," Economics - The Open-Access, Open-Assessment Journal, De Gruyter, vol. 17(1), pages 1-14.
  72. De Valon Tiphaine & Cegarra-Navarro Juan Gabriel & Garcia-Perez Alexeis & Martínez-Martínez Aurora, 2022. "Co-creating sustainable competitiveness in an unpredictable business reality," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 16(1), pages 47-58, August.
  73. Haoyu Liu & Kim Hua Tan & Xianfeng Wu, 2023. "Who’s watching? Classifying sports viewers on social live streaming services," Annals of Operations Research, Springer, vol. 325(1), pages 743-765, June.
  74. Xuequn Wang & Mina Tajvidi & Xiaolin Lin & Nick Hajli, 2020. "Towards an Ethical and Trustworthy Social Commerce Community for Brand Value Co-creation: A trust-Commitment Perspective," Journal of Business Ethics, Springer, vol. 167(1), pages 137-152, November.
  75. Waqar Nadeem & Mari Juntunen & Nick Hajli & Mina Tajvidi, 2021. "The Role of Ethical Perceptions in Consumers’ Participation and Value Co-creation on Sharing Economy Platforms," Journal of Business Ethics, Springer, vol. 169(3), pages 421-441, March.
  76. Austin KINGSON(FAN, Chih-Min) & Wen-Hsiang LAI, 2020. "AHP analysis of classifying and positioning the crucial influential factors of brand establishment in the semiconductor industry," Journal of Economics and Political Economy, EconSciences Journals, vol. 7(4), pages 234-260, December.
  77. Abdulaziz Alhumud, Abdullah & Leonidou, Leonidas C. & Alarfaj, Weam & Ioannidis, Alexis, 2025. "The impact of digital CSR disclosure on customer trust and Engagement: The moderating role of consumer deontology and law obedience," Journal of Business Research, Elsevier, vol. 186(C).
  78. Liu, Haoyu & Chung, Leanne & Tan, Kim Hua & Peng, Bo, 2024. "I want to view it my way! How viewer engagement shapes the value co-creation on sports live streaming platform," Journal of Business Research, Elsevier, vol. 170(C).
  79. Iwa Kuchciak & Justyna Wiktorowicz, 2021. "Empowering Financial Education by Banks—Social Media as a Modern Channel," JRFM, MDPI, vol. 14(3), pages 1-22, March.
  80. Grace, Debra & Ross, Mitchell & King, Ceridwyn, 2020. "Brand fidelity: Scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
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