Chapter 5: Brand value co-creation: field emergence, applications, measurement and future research directions
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The focus of this chapter is set on the application of the co-creation construct in the area of brand management and branding. The conceptualisation of brand co-creation extends the 'typical' duality of customers and company, to focus on a multitude of stakeholders who are potential brand co-creators. A brand is seen as a dynamic social process constructed through multiple networked interactions and relations between the company, the brand and various stakeholders. Stakeholders act as co-creators of brand value. In fact, the concept of co-creation is regarded as a dominating paradigm shift in contemporary brand research in the business-to-consumer as well as in the business-to-business context. The chapter offers an overview on the emergence of brand value co-creation research and practice, its different areas of application, possible measurement constructs, outcomes that can be achieved when companies apply brand value co-creation strategies and potential avenues and impulses for future research.

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