Articlehybrid2021

Toward a conceptual understanding of co-creation in branding

105 citations0/0 files storedJournal of Business Research

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

Abstract

Co-creation in branding is gaining momentum. This study contributes to the branding literature by combining a systematic search and a critical review of 148 articles focusing on co-creation in branding, published in 55 academic journals. Three themes guide this critical review: (1) What is co-creation? (2) Who initiates and who participates in co-creation? (3) What is co-created and for whom? The findings reveal that co-creation is considered a process of interaction and influencing among various participating parties. A classification of different types of co-creation crystallizes the conditions under which co-creation is proposed to occur. This article contributes by proposing a new definition as a starting point to guide further research: Co-creation in branding refers to a process of intentional interaction between or among two or more parties that influences a brand. Three positioning questions are proposed for future research. Marketers may gain significant new market understanding through cocreation in branding.

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References

2003Towards a Methodology for Developing Evidence‐Informed Management Knowledge by Means of Systematic Review 2003Evolving to a New Dominant Logic for Marketing 2019Literature review as a research methodology: An overview and guidelines 2009A typology of reviews: an analysis of 14 review types and associated methodologies 2004Co-creation experiences: The next practice in value creation 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1995Building Strong Brands 1990Longitudinal Field Research on Change: Theory and Practice

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