Article2019

Brand co-creation through triadic stakeholder participation

37 citations0/0 files storedEuropean Business Review

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

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

Abstract

Purpose The purpose of this paper is to find prior research work on brand co-creation and the role of different stakeholders in brand co-creation and to come up with a conceptual model that can be empirically validated. Design/methodology/approach A keyword approach has been used to find earlier published papers on co-creation and the role of different stakeholders in co-creation. The focus was more on brand co-creation. The inclusion criteria are empirical or conceptual research papers, books, conference papers, peer reviewed and published in English language journals. As the topic is encompassing various themes, a wide variety of academic resources were reviewed. Findings The history of literature brings forth the two major stakeholders consumers and organizations. The importance of third important stakeholder, i.e. suppliers has been mostly overlooked. However, previous studies show that appropriately managed supplier involvement can diminish product and brand development time and cost and it may provide access to newer technologies and better quality. Hence, for a successful brand co-creation one must not forget the importance of suppliers. Along with the motives and outcomes of brand co-creation from consumer and organization perspective this research aims to look into the supplier perspective of the brand co-creation framework. Originality/value This is the first academic literature review on brand co-creation from a triadic stakeholder perspective of consumers, organizations and suppliers. Also there is no comprehensive model that exists for brand co-creation looking at its input and its overall outcome. This review provides a bibliography of academic literature from 1959 to 2018 covering 150 journals.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 37 citations exist upstream.

References

2000The "What" and "Why" of Goal Pursuits: Human Needs and the Self-Determination of Behavior 1994The Commitment-Trust Theory of Relationship Marketing 1995The need to belong: Desire for interpersonal attachments as a fundamental human motivation.2003Evolving to a New Dominant Logic for Marketing 1990PSYCHOLOGICAL CONDITIONS OF PERSONAL ENGAGEMENT AND DISENGAGEMENT AT WORK.2002The Measurement of Engagement and Burnout: A Two Sample Confirmatory Factor Analytic Approach 1988Possessions and the Extended Self 1996Interorganizational Collaboration and the Locus of Innovation: Networks of Learning in Biotechnology

Cited by

2020Brand co-creation through participation of organization, consumers, and suppliers: an empirical validation 2020Mega-events brand meaning co-creation: the Olympic case 2021The effect of equity on value co-creation in business relationships 2023AR app-based brand engagement and outcomes: A moderated mediation approach 2025Enriching the Existing Knowledge About Co-creation: Identifying Dimensions of Co-creation Using Explicit Theory in Various Research Fields

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.