Researchers widely agree that value is co-created in interaction and have provided ample evidence of co-creating consumers. In contrast, research on the co-destruction of value is much less well known. This chapter addresses the co-creation and co-destruction of brand value from a multi-stakeholder perspective and presents a macro perspective of value creation at the societal level based on Boltanski and Th√©venot's "orders of worth". From this perspective, the co-creation of brands according to a particular value order can be creative, but from another perspective, it can be destructive. We conclude that the creation or destruction of value cannot be reduced to value-in-use, but that the formation of brand value should be assessed on a much broader basis that incorporates the views of multiple stakeholders and is consistent with a "value in society" perspective.
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