عنوان انگلیسی مقاله:

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

ترجمه عنوان مقاله: چگونه مشتریان شما در فرآیند خلق مشترک ارزش برند با ارزش می شوند؟ توسعه مقیاس خلق ارزش مشترک مشتری (CCCV)

رشته: مدیریت

سال انتشار: 2018

تعداد صفحات مقاله انگلیسی: 9 صفحه

منبع: ساینس دایرکت و الزویر

نوع فایل: pdf

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چکیده مقاله

Absract How valuable are your customers in the brand value co-creation process?

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 co-creation efforts and how much value customers contribute to a brand in the co-creation process.

Keywords: Brand value, Co-creation, Scale development, CCCV, Partial least squares structural equation, modeling (PLS-SEM)

مقدمه مقاله

Introduction The development of a Customer Co-Creation Value (CCCV) scale

Co-creation of value has become a widely researched construct, particularly since Vargo and Lusch’s (2004)observation that marketing is moving toward a more service-centered logic. Central to this service-dominant (S-D) logic perspective are the foundational propositions (FPs) that value can only be created between a firm and its stakeholders in every aspect of the value chain (FP6) and that it is the bene ficiary who always uniquely and phenomenologically determines this value through value-in-use perceptions (FP10). However, despite an in-creasing amount of research on co-creation of value, in general, there has been very little focus on brand value co-creation (e.g., Payne, Storbacka, Frow, & Knox, 2009; Ramaswamy & Ozcan, 2016). This is despite a widespread acknowledgment that customers and firms always co-create brand value together (Merz, He, & Vargo, 2009; Vargo & Lusch, 2016).

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