This study focuses on ethics in the brand value co-creation processes. We select citizenship, which is one of the six universal moral principles, and assess the underlying theoretical principles of the organizational citizenship behaviour (OCB) and their potential benefits for employees and customers in brand value co-creation. A bibliometric literature review of the OCB field is conducted and propositions for the brand value co-creation that are based on emergent theoretical principles are derived. Resulting propositions are that the OCB can be used as a lever to introduce an ethical corporate culture into brand value co-creation, the norm of reciprocity which is driving OCB, has a potential for a spill over effect on interactions in brand value co-creation processes and that principles of organizational justice that drive the OCB can be used to make brand value co-creation processes more strategic. Theoretical and managerial implications of these propositions are further discussed.
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