%0 Journal Article
%T Consumer Brand Value Co
%A Audhesh K. Paswan
%A Eric Kennedy
%A Francisco Guzm¨˘n
%J Journal of Creating Value
%@ 2454-213X
%D 2019
%R 10.1177/2394964318804712
%X Abstract Co-creation is said to take place in a variety of domains when two or more actors interact to create value. The topic of brand co-creation has been in the literature for 15 years. During this time, a multitude of concepts, constructs and behaviours about co-creation have been presented in the marketing literature. The result is a fragmented research area with little underlying consensus about how co-creation occurs between consumers and brands. The purpose of this article is to propose a brand co-creation typology, with the goal of consolidating existing work into a unified framework and providing a roadmap for practitioners to use co-creation in a more informed fashion. This typology creates avenues for future research through empirical testing
%K Co-creation
%K typology
%K value
%K branding
%U https://journals.sagepub.com/doi/full/10.1177/2394964318804712