Value co-creation in branding
A systematic review from a tourism perspective
Bibliographic Data
| ID | 21864681 |
|---|---|
| Authors | Hong Long Pham, Thu Pham (0000-0001-5929-5577), Tam Thanh Nguyen (0000-0002-0982-9080) |
| Year | 2022 |
| Volume | 32 |
| Pages | 3203 |
| Publication date | 2022-08-05 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | European Journal of Tourism Research (JOURNAL) |
| Journal identifiers | ISSN: 1994-7658 • E-ISSN: 1314-0817 |
| Publisher | Varna University of Management (PUBLISHER • BG) |
| DOI | 10.54055/ejtr.v32i.2597 |
| Language | EN |
| Citations received | 4 |
Although the concept of value co-creation has been predominant in the marketing discipline, there remains surprisingly little research on value co-creation in branding. This paper aims to provide a systematic literature review to demonstrate how the value co-creation literature for branding and tourism destinations has evolved. A three-phase methodology was adopted to critically analyse 74 articles from 2010 to 2022 to collect ideas and develop a more comprehensive understanding. Five main research areas with several research gaps were identified and categorised as: (a) conceptual research on value co-creation in branding; (b) Technology enables value co-creation in branding; (c) Value co-creation in branding from Enterprises’ perspectives; (d) Customer engagement in brand value co-creation; and (e) Value co-creation in tourism destination branding. Apart from providing valuable insights into value co-creation, the findings also aid marketers in establishing more effective collaboration across a variety of stakeholders and their brands, notably in the tourism industry, thereby adding to the existing literature in the marketing discipline
| Citations per year | 2 |
|---|---|
| Citation span | 2024 - 2026 (3) |
| Highly cited | No |