Value co-creation as a source of innovation and knowledge to enhance brand competitiveness through long-term customer relations
Silvia Sanz-Blas, Daniela Buzova and Cristina Otero-Gómez
Keywords:
brand love, brand community love, value co-creation, brand communities
Abstract:
Consumers can play a key role in value co-creation processes when strong consumer-brand bonds are developed. Through interaction, collaboration and shared experiences, consumers can reinforce affective and emotional bonds with a brand, strengthen long-term relationships with the company and thus help improve its profitability. Nowadays, emotions and positive affect are the focus of attention of the co-creation literature, emphasizing that if consumers experience brand love, they are more willing to engage in co-creative behaviors and joint actions with the company. To analyze the impact of brand love on both online and offline value co-creation, data from 311 Land Rover vehicle owners and members of the brand’s community was gathered. The empirical testing of the hypotheses was carried out using partial least squares equation modelling (PLS-SEM). The results confirmed that the consumers feel love for both the brand and the community of brand users, which, in turn, positively influences value co-creation. More specifically, consumers become co-creators of value for a beloved brand when they engage in conversations on behalf of the brand through evangelism, defense, promotion, openness, as well as through their online actions including the posting of comments and photos, as well as the liking and sharing of brand posts, among others.
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 Value co-creation as a source of innovation and knowledge to enhance brand competitiveness through long-term customer relations [PDF file] [Filesize: 1.02 MB]
 10.7441/joc.2025.04.12
Sanz-Blas, S., Buzova, D., & Otero-Gómez, C. (2025). Value co-creation as a source of innovation and knowledge to enhance brand competitiveness through long-term customer relations. Journal of Competitiveness, 17(4), 313-348. https://doi.org/10.7441/joc.2025.04.12
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