How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale
How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale
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DOI：
10.1016/j.jbusres.2017.08.018
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发表时间：
2018-01-01
影响因子：
11.3
通讯作者：
Grappi, Silvia
中科院分区：
文献类型：
--
作者：
Merz, Michael A.;Zarantonello, Lia;Grappi, Silvia
尽管对价值共创的研究越来越多，但总体而言，对品牌价值共创的研究仍然有限。特别是，客户对品牌价值共同创造过程的价值贡献仍不清楚。本研究发展了一系列的八项研究的客户共创价值（CCCV）测量量表，帮助企业评估客户的价值在品牌价值共创过程中。研究结果表明，CCCV是一个多维结构，由两个高阶因素和七个维度组成：客户拥有的资源（包括品牌知识、品牌技能、品牌创造力和品牌连通性）和客户动机（包括品牌热情、品牌信任和品牌承诺）。此外，CCCV量表可靠有效地衡量了客户对公司品牌的价值贡献。CCCV框架帮助营销经理了解客户如何为公司的品牌价值共创工作做出贡献，以及客户在共创过程中为品牌贡献了多少价值。
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.