Article2017

Is brand value co-creation actionable? A facilitation perspective

Silvia Biraghi · Rossella Chiara Gambetti

17 citations0/0 files storedManagement Decision

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Service and Product Innovation Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Purpose Extant branding literature is dominated by a metaphorical view of value co-creation in which the roles of brand actors remain unspecified. To help provide clarity, the purpose of this paper is to critically appraise how brand professionals understand brand value co-creation and perceive their role in facilitating it, with the aim of questioning its viability in day-to-day brand management practices. Design/methodology/approach Building on brand professionals’ reflexivity, the study develops a qualitative methodological glance via semi-structured interviews based on confrontational techniques with a purposive sample of 28 experienced brand decision-makers. Findings Brand professionals perceive accessibility, reciprocity and citizenship as the gateways provided by the firm for value co-creation to happen. Despite their enthusiastic rhetorical afflatus in making explicit their viewpoints about how firms can facilitate value co-creation, the current translation into practice of the role of the firm does not seem to be able to overcome the sender-biased approach that still resides in brand management. Practical implications To go beyond the limits of rhetorical representations and make brand value facilitation more actionable, the authors provide guidelines on how firms can create and enhance the circumstances for the co-creation of brand value to occur in interactions with consumers and stakeholders. Originality/value This study contributes to the critical actionability of the brand value co-creation by elucidating how firms currently perceive their facilitation role. The paper provides strategic recommendations to put co-creation rhetoric into practice by reframing and expanding the scope and the significance of brand management.

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References

1998Basics of qualitative research : techniques and procedures for developing grounded theory 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2003Evolving to a New Dominant Logic for Marketing 2008InterViews learning the craft of qualitative research interviewing 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 2000Marketing management: analysis. planning. implementation and control 2004Co-creation experiences: The next practice in value creation 2011Customer Engagement

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