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

TY - JOUR

T1 - How valuable are your customers in the brand value co-creation process? The development of a customer co-creation value (CCCV) scale

AU - Merz, Michael

AU - Zarantonello, Lia

AU - Grappi, Silvia

PY - 2018

Y1 - 2018

N2 - 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 https://doi.org/10.1016/j.jbusres.2017.08.018. 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.

AB - 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 https://doi.org/10.1016/j.jbusres.2017.08.018. 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.

U2 - 10.1016/j.jbusres.2017.08.018

DO - 10.1016/j.jbusres.2017.08.018

M3 - Article

SN - 2198-7246

VL - 82

SP - 79

EP - 89

JO - Journal of Business Research

JF - Journal of Business Research

IS - January

ER -