Marketing

Brand experience

World Wide Web

Customer value

Brand awareness

Neuroscience

Service (business)

Product strategy

Microeconomics

Brand management

Economics

Computer science

New product development

Brand equity

Brand strategy

Business

Brand extension

Customer retention

Service quality

Value proposition

Advertising

Psychology

Marketing management

Social media

Product management

Value (mathematics)

Co-creation

Employer branding

Brand loyalty

Perception

Customer engagement

Machine learning

Profit (economics)

Journal of Brand Management

As value co-creation continues to gain traction as one of the most influential concepts in contemporary marketing, it is worthwhile to explore the role of the customer in the realisation of value. This paper considers that customer participation in a range of active customer behaviours, including development, feedback, advocacy and helping, can co-create customer perceptions of brand value. In particular, the research examines the interplay between the dimensions of quality, emotional, price and social value with respect to co-creation behaviour dimensions. Overall, the results indicate potentially positive impacts of advocacy and development behaviours, little influence from feedback and seemingly negative impacts from helping behaviour, upon brand value dimensions. This paper offers initial insight into the potential impacts of different behaviours upon forms of value, enhancing theoretical understanding and offering direction for brand management applications.

Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions