From Interactions to Brand Value Co-Creation: How Internal and External Stakeholders Drive Consumer-Generated Branding

Brand value co-creation (BVCC), a key concept in service-dominant logic (SDL) and identity-based brand management approach (IBBMA), plays a critical role in branding. However, the integrated roles of internal stakeholders (e.g., brand practitioners) and external stakeholders (e.g., consumers) in this process are not fully understood. Existing research has focused on either internal or external perspectives in isolation. This study addresses this gap by exploring the concept of consumer-generated branding (CGB) through the combined lens of both internal and external brand stakeholders. The findings show that as brand value becomes more experience-driven, meaningful interactions between consumers and marketers can lead to unique, sustainable, and inclusive brand communications. This study not only deepens our understanding of CGB but also provides valuable insights for marketing researchers and practitioners on how to better facilitate consumer-brand interactions. It opens up exciting possibilities for future research in branding and consumer behavior.