From Interactions to Brand Value Co-Creation: How Internal and External Stakeholders Drive Consumer-Generated Branding

From Interactions to Brand Value Co-Creation: How Internal and External Stakeholders Drive Consumer-Generated Branding

Brand value co-creation (BVCC), a key concept in service-dominant logic (SDL) and identity-based brand management approach (IBBMA), plays a critical role in branding. However, the integrated roles of internal stakeholders (e.g., brand practitioners) and external stakeholders (e.g., consumers) in thi...

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Bibliographic Details
Main Authors: Vaibhav Shwetangbhai Diwanji, Juliann Cortese
Format: Article
Language:English
Published: Georgia Southern University 2025-01-01
Series:Journal of Applied Marketing Theory
Subjects:
value co-creation
branding strategy
service-dominant logic (sdl)
consumer-generated branding
brand communication
stakeholder engagement
user-generated content
brand management
eye-tracking
consumer-brand interaction
Online Access:https://digitalcommons.georgiasouthern.edu/jamt/vol12/iss1/2/
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