Brand value co-creation in a digitalized world: An integrative framework and research implications
Section snippets
Joint agencial experiencial creation of brand value
The relationship marketing and value co-creation literatures (Lusch and Vargo, 2014, Payne et al., 2005, Saarijärvi et al., 2013) have tended to focus on stakeholders as actors (Frow et al., 2015), e.g., customers, suppliers, partners, and influencers, rather than agency (Latour, 2005). Agency entails the capacity to act and actions that generate outcomes, by virtue of engagement by individuals that both reproduces and transforms structural environments in interactive response (Emirbayer &
Co-creational enterprises and brand value co-creation
Following the two examples of Starbucks and Apple, while joint agencial experiencial creation of brand value is enacted through joint agency of experiencers in designed platforms of brand engagements, it is also embodied in domains of brand experiences (top part of Fig. 1), and emergent from ecosystems of brand capabilities (bottom part of Fig. 1). A brand experience domain is an individuated stratum of events, contexts, involvements, and meanings, which in the widest sense, contributes to the
Implications and conclusion
The logic of joint agencial experiencial creation of brand value has considerable and significant implications for both academics and practitioners. This logic requires a shift in thinking to engaging stakeholders personally and collectively in creating brand value together, expanding how the enterprise connects brand value creation opportunities with brand resources, and conceiving platforms of engagements as purposefully designed assemblages of persons, artifacts, interfaces, and processes,
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