Brand value co-creation in a digitalized world: An integrative framework and research implications

We present an integrative framework of brand value co-creation with theoretical underpinnings in joint agencial experiencial creation of brand value. Central to this framework are brand engagement platforms entailing both relational activities and offerings, at the intersection of joint agency of experiencial co-creators (whether in their role as customers, employees, partners, or any other stakeholder) and co-creational enterprises as organizing the practice of brand value co-creation (whether in their role as innovating or marketing offerings, or managing network relations). Using two illustrative examples of Starbucks and Apple, we discuss how brand value co-creation is enacted through brand engagement platforms, embodied in brand experience domains, and emergent from brand capability ecosystems, valorizing outcomes with stakeholding individuals. Subsequently, using another illustrative example of Nike, we discuss the concept of co-creational enterprises as a nexus of co-creational platforms of engagements, and elaborate upon the organizational practice of brand value co-creation in a digitalized world. We conclude with several implications for future brand research.