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

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Abstract

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.

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Notes

  1. This decision was based on the (in)tangibility spectrum proposed by Shostack (1977).

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Authors and Affiliations

  1. UQ Business School, The University of Queensland, Brisbane, Australia

    Cassandra France

  2. Department of Marketing, Griffith University, Gold Coast, Australia

    Debra Grace, Joseph Lo Iacono & Joan Carlini

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Table 5 Measurement model correlation matrix
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France, C., Grace, D., Lo Iacono, J. et al. Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions. J Brand Manag 27, 466–480 (2020). https://doi.org/10.1057/s41262-020-00194-7

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