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

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.

Social media brand engagement in the context of collaborative consumption: the case of AIRBNB

“…The trend of shared or collaborative consumption has strongly impacted the hospitality industry, with a growing number of peer-to-peer accommodation services, such as Airbnb, shaking up the traditional business models (Sigala 2017 ; Guttentag et al 2018 ). In this context, social media plays a significant role by allowing consumers to socially shape attitudes (France et al 2020 ) and co-create the brand (Varma et al 2016 ; Fan et al 2020 ) by means of collaborating in peer-to-peer brand-related communications (Lu and Kandampully 2016 ) and sharing their travel experiences (Filieri et al 2019 ; Guttentag et al 2018 ; Ha and Lee 2018 ) while engendering on consumer brand engagement (CBE). This communication flow is especially helpful in the context of shared or collaborative consumption, in particular for new hospitality business models, where the premise of trust among strangers stands and building a socially robust and trustable brand becomes a prerequisite (Lee and Kim 2018b ).…”

“…In summary, given that consumer attitudes are being socially co-created (France et al 2020 ), the authors suggest that consumers primarily foster positive hedonic and functional perceptions for a hospitality brand, which in turn enhances their social media brand-related behavior as they engender higher perceived brand equity. These effects are summarized in the following hypotheses:…”

“…For proposing the mediational role of OBE, the authors build on the concept of brands being defined collectively through an assemblage of heterogonous human and nonhuman actors (Price and Coulter 2019 ). Given consumers’ expectations to highly engage and interact with the brands they consume and value (Veloutsou and Black 2019 ; Harmeling et al 2017 ) within a collaborative consumption context, social media helps to socially shape and co-create consumers’ attitudes (France et al 2020 ).…”

How Does Online Brand Community Climate Influence Community Identification? The Mediation of Social Capital

“…Researchers have emphasized that trust makes members willing to stay in a community longer [40,41]. Research recognizes trust as one of the important antecedents of intellectual capital exchange [23], group performance [42], value creation [43,44], and knowledge sharing in online communities [45]. In this study, community identification is about members' sense of belonging in and positive perception of a community [2,5,46].…”

Effects of humor climate within online brand community

“…Generally, the literature presents two mainstream perspectives on VCC: consumers' participatory practice and a shareholder-led joint creation mode. Some scholars, such as France et al (2020), conclude that high-quality interactions among companies and users unlock new sources of value production, supporting a customer-focused thinking. However, other scholars, such as Ramaswamy and Ozcan (2018), suggest that value is cocreated through the ecosystem network of all shareholders.…”