دانلود رایگان مقاله ارزشمندی مشتریان شما در پروسه خلق مشترک ارزش نام تجاری – الزویر ۲۰۱۸

a b s t r a c t .

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