Cocreated brand value: theoretical model and propositions

Though ample studies address the cocreation process, scholarly understanding of outcome such cocreative processes (i.e. cocreated value) lags behind, particularly with respect to brand-related value. Based on this gap, we explore S-D logic-informed customer brand value (CCBV), which reflects a customer’s assessment derived from interactive, joint, or collaborative activities for actors. We also develop model that identifies CCBV antecedents resource integration—which generates personalisation and institutionalisation—engagement, sharing combine yield CCBV. In turn, modified tie-strength network cohesion. Drawing model, set propositions consolidate CCBV-based insight, followed by an overview implications arise our analyses.