'If I give you my emotion, what do I get?' Conceptualizing and measuring the co-created emotional value of the brand

The emotional value of interactions is a pillar construct in the brand value co-creation domain. So far, research has neglected the search for a measure adequately considering emotional-based joint interactions. Thanks to a netnographic sentiment analysis of 7605 brand-users’ interactions retrieved from 18 Twitter brand profiles, this paper advances knowledge on brand co-creation and introduces a new concept in the marketing domain, the...