How valuable are your customers in the brand value co-creation process? The development of a customer co-creation value (CCCV) scale

Michael Merz, Lia Zarantonello, Silvia Grappi

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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.

© 2017, Elsevier. The attached document (embargoed until 09/03/2018) is an author produced version of a paper published in the Journal of Business Researche, uploaded in accordance with the publisher’s self- archiving policy. The final published version (version of record) is available online at Some minor differences between this version and the final published version may remain. We suggest you refer to the final published version should you wish to cite from it.
Original languageEnglish
Pages (from-to)79-89
JournalJournal of Business Research
Issue numberJanuary
Early online date9 Sept 2017
Publication statusPublished - 2018

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