Despite an increasing amount of research on co-creation of value, in general, research on brand value co-creation remains limited. Particularly, how much value customers contribute to the brand value co-creation process remains unclear. This research develops in a series of eight studies the Customer Co-Creation Value (CCCV) measurement scale that helps firms assess the value of customers in the brand value co-creation process. The findings reveal that CCCV is a multidimensional construct consisting of two higher-order factors and seven dimensions: customer-owned resources (including brand knowledge, brand skills, brand creativity, and brand connectedness) and customer motivation (comprising brand passion, brand trust, and brand commitment). Further, the CCCV scale reliably and validly gauges the value customers contribute to a firm's brand. The CCCV framework helps marketing managers understand how customers can contribute to a firm's brand value cocreation efforts and how much value customers contribute to a brand in the co-creation process.

How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale / Merz, Michael A.; Zarantonello, Lia; Grappi, Silvia. - In: JOURNAL OF BUSINESS RESEARCH. - ISSN 0148-2963. - 82:(2018), pp. 79-89. [10.1016/j.jbusres.2017.08.018]

How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale.

GRAPPI, Silvia
2018

Abstract

Despite an increasing amount of research on co-creation of value, in general, research on brand value co-creation remains limited. Particularly, how much value customers contribute to the brand value co-creation process remains unclear. This research develops in a series of eight studies the Customer Co-Creation Value (CCCV) measurement scale that helps firms assess the value of customers in the brand value co-creation process. The findings reveal that CCCV is a multidimensional construct consisting of two higher-order factors and seven dimensions: customer-owned resources (including brand knowledge, brand skills, brand creativity, and brand connectedness) and customer motivation (comprising brand passion, brand trust, and brand commitment). Further, the CCCV scale reliably and validly gauges the value customers contribute to a firm's brand. The CCCV framework helps marketing managers understand how customers can contribute to a firm's brand value cocreation efforts and how much value customers contribute to a brand in the co-creation process.
2018
9-set-2017
82
79
89
How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale / Merz, Michael A.; Zarantonello, Lia; Grappi, Silvia. - In: JOURNAL OF BUSINESS RESEARCH. - ISSN 0148-2963. - 82:(2018), pp. 79-89. [10.1016/j.jbusres.2017.08.018]
Merz, Michael A.; Zarantonello, Lia; Grappi, Silvia
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11380/1145008
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