Journal of Business Management Perspective

Journal of Business Management Perspective

Investigating the concept of brand value co-destruction in the interactive process of customer-brand experience

Document Type : Original Article

Authors
ghazale Taheri 1
Azim zarei 2
Davod Feiz 3
Mahdi Dehghani Soltani 4
1 Ph.D. Candidate of Business Management, Faculty of Economics, Management and Administrative Sciences, University of Semnan, Semnan, Iran.
2 Semnan university faculty member
3 Department of commercial management, Faculty of Economic, Management and Administrative science, Semnan University, Semnan, Iran
4 Assistant Prof. Faculty of Administrative Sciences and Economics, Vali Asr University, Rafsanjan, Kerman.Iran.
10.48308/jbmp.2023.229971.1443
Abstract
Objective: Along with the evolution of customers' experience of the brand, the importance of the type of interaction between customers and the brand increases, because just as customers can use the potential of their brand knowledge and skill in creating brand value, if they are dissatisfied with it, They can destroy brand value. Therefore, it is necessary to know the type of interaction of customers with the company during their experience of the brand to identify the state of co-destruction of brand value. Therefore, this study aims to examine the concept of co-destruction of brand value in the interactive process of customer-brand experience.
Methodology: This study is applied in terms of its purpose and qualitative inductive in terms of research type. In this research, the Classical ground theory method has been used to collect data.
Findings: The proposed framework of this research has been presented during three consecutive steps of customer-brand experience and by extracting 157 open codes, 34 concepts and 8 main categories, it has formed the main process of co-destruction of brand value.
Conclusion: The results show that the co-destruction of brand value is formed during an interactive process and its occurrence requires the evolution of the negative experience of the customers about the brand. In other words, all interactions from the time of the wrong initial conflict between the customer and the brand to the moment of their harmful cooperation in production and marketing, lead to the formation of the co-destruction process of the brand value. Therefore, according to the presented framework, companies can monitor all stages of customer-brand experience and prevent this destructive phenomenon from happening in the company by identifying their weak points in interactions.
Keywords
Brand value co-destruction
Customer-brand experience process
Customer interaction with bran
  1. Akbari, M., Khorshidi, A., & Kaziminia, A. (2021). Investigating the Impact of Integration in the Social Media based Brand Community on Consumer Behaviors. Cultural Studies & Communication, 17(63), 291-317.
  2. Akçayır, M., & Akçayır, G. (2017). Advantages and challenges associated with augmented reality for education: A systematic review of the literature. Educational Research Review, 20, 1-11.
  3. Chandler, J. D., & Vargo, S. L. (2011). Contextualization and value-in-context: Howcontext frames exchange. Marketing Theory, 11(1), 35–49.
  4. Cova, B. & Paranque, B., (2012), “Value creation versus destruction: the relationship between consumers, marketers and financiers”, Journal of Brand Management, Vol. 20 2, pp.147-158.
  5. Dolan, R., Seo, Y., & Kemper, J. (2019). Complaining practices on social media in tourism: A value co-creation and co-destruction perspective. Tourism Management, 73, 35-45.
  6. Dollinger, M., Lodge, J., & Coates, H. (2018). Co-creation in higher education: Towards a conceptual model. Journal of Marketing for Higher Education, 28(2), 210-231.
  7. Ebrahimpour Azbari,, M., Akbari, M., & Veshkaei Nejad, S. S. (2021). The Effect of Customer Value Co Creation Behavior and Brand Preference on Repurchase Journal of Business Administration Researches, 12(24), 259-289.
  8. Echeverri, P., & Skålen, P. (2011). Co-creation and co-destruction: A practice-theory based study of interactive value formation. Marketing Theory, 11(3), 351–373.
  9. Glaser, B. G. (1978). Theoretical sensitivity: Advances in the methodology of grounded Mill Valley, CA: The Sociology Press.
  10. Grönroos, C., & Voima, P. (2013). Critical service logic: making sense of value creation and co-creation. Journal of the academy of marketing science, 41(2), 133-150.
  11. Guan, X., Gong, J., Xie, L., & Huan, T. C. (2020). Scale development of value co-destruction behavior in tourism. Tourism Management Perspectives, 36, 100757.
  12. Heinonen K, Strandvik T, Mickelsson K-J, Edvardsson B, Sundström E, Andersson P (2010) A customer-dominant logic of service. J. Service Management 21:531–548
  13. Järvi, H., Kähkönen, A. K., & Torvinen, H. (2018). When value co-creation fails: Reasons that lead to value co-destruction. Scandinavian Journal of Management, 34(1), 63-77.
  14. Järvi, H., Keränen, J., Ritala, P., & Vilko, J. (2020). Value co-destruction in hotel services: Exploring the misalignment of cognitive scripts among customers and providers. Tourism Management, 77, 104030.
  15. Kashif, M., & Zarkada, A. (2015). Value co-destruction between customers and frontline employees A social system perspective. International Journal of Bank Marketing, 33(7), 672–691.
  16. Lund, N. F., Scarles, C., & Cohen, S. A. (2020). The brand value continuum: Countering co[1]destruction of destination branding in social media through storytelling. Journal of Travel Research, 59(8), 1506-1521.
  17. Luo, J. G., Wong, I. A., King, B., Liu, M. T., & Huang, G. (2019). Co-creation and co[1]destruction of service quality through customer-to-customer interactions: Why prior experience matters. International Journal of Contemporary Hospitality Management, 31(3): 1309–29.
  18. Makkonen, H., & Olkkonen, R. (2017). Interactive value formation in interorganizational relationships: Dynamic interchange between value co-creation, no-creation and Marketing Theory, 17(4), 517–535.
  19. Mathis, E. F., Kim, H. L., Uysal, M., Sirgy, J. M., & Prebensen, N. K. (2016). The effect of co-creation experience on outcome variable. Annals of tourism research, 57, 62-75.
  20. Mohaghegh Montazeri, M., Akbari, M., & Ebrahimpour, M. (2021). Designing a Model of Customer Intimacy in Insurance Services: A Grounded Theory Approach. Consumer Behavior Studies Journal, 8 (2), 1-31.
  21. Mohammadi, F., Yazdani, H. R., Pour, M. J., & Soltani, M. (2020). Co-creation in tourism: a systematic mapping study. Tourism Review.
  22. Oertzen, A.-S., Odekerken-Schro¨der, G., Brax, S.A. and Mager, B. (2018), “Co-creating services –conceptual clarification, forms and outcomes”, Journal of Service Management, Vol. 29 No. 4, pp. 641-679
  23. Oyner, O. and Korelina, A. (2016), “The influence of customer engagement in value co[1]creation on customer satisfaction: searching for new forms of co-creation in the Russian hotel industry”, Worldwide Hospitality and Tourism Themes, Vol. 8 No. 3, 327-345
  24. Plé, L., & Cáceres, R. C. (2010). Not always co-creation: Introducing interactional codestruction of value in service-dominant logic. Journal of Services Marketing, 24(6), 430–437.
  25. Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of interactive marketing, 18(3), 5-14.
  26. Prior, D. D., & Marcos-Cuevas, J. (2016). Value co-destruction in interfirm relationships: The impact of actor engagement styles. Marketing Theory, 1–20.
  27. Quach, S., & Thaichon, P. (2017). From connoisseur luxury to mass luxury: Value co[1]creation and co-destruction in the online environment. Journal of Business Research, 81, 163-172.
  28. Ramaswamy, V., & Ozcan, K. (2016). Brand value co-creation in a digitalized world: An integrative framework and research implications. International Journal of Research in Marketing, 33(1), 93-106.
  29. Ren, S., & Jackson, S. E. (2020). HRM institutional entrepreneurship for sustainable business Human Resource Management Review, 30(3), 100691.
  30. Robertson, N., Polonsky, M. and McQuilken, L. (2014) ‘Are My Symptoms Serious Dr Google? A ResourceBased Typology of Value Co-destruction in Online Self[1]Diagnosis’. Australasian Marketing Journal, 22(3): 246–56.
  31. Schulz, T., Zimmermann, S., Böhm, M., Gewald, H., & Krcmar, H. (2021). Value co-creation and co-destruction in service ecosystems: The case of the Reach Now app. Technological Forecasting and Social Change, 170, 120926.
  32. Siddique, J., Shamim, A., Nawaz, M., Faye, I., & Rehman, M. (2021). Co-creation or co[1]destruction: a perspective of online customer engagement valence. Frontiers in psychology, 11, 3982.
  33. Sigala, M. (2019), “A market approach to social value co-creation: findings and implications from “mageires” the social restaurant”, Marketing Theory, Vol. 19 No. 1, pp. 27-45
  34. Smith, A. (2013). The value co-destruction process: A customer resource perspective. European Journal of Marketing, 47(11/12), 1889–1909.
  35. Smyth, H., Lecoeuvre, L., & Vaesken, P. (2018). Co-creation of value and the project context: Towards application on the case of Hinkley Point C Nuclear Power Station. International journal of project management, 36(1), 170-183.
  36. Vafeas, M., Hughes, T., & Hilton, T. (2016). Antecedents to value diminution: A dyadic Marketing Theory, 16(4), 469–491.
  37. Van den Broeke, M., & Paparoidamis, N. (2021). Engaging in or escaping co-creation? An analytical model. International Journal of Production Economics, 231, 107917.
  38. Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing, 68(1), 1-17.
  39. Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy of marketing Science, 44(1), 5-23.
  40. Wang, L., Jin, J. L., Zhou, K. Z., Li, C. B., & Yin, E. (2020). Does customer participation hurt new product development performance? Customer role, product newness, and Journal of Business Research, 109, 246-259.
  41. Westerman, J. W., Rao, M. B., Vanka, S., & Gupta, M. (2020). Sustainable human resource management and the triple bottom line: Multi-stakeholder strategies, concepts, and Human Resource Management Review, 30(3), 100742.
  42. Williams, B. N., Kang, S. C., & Johnson, J. (2016). (Co)-contamination as the dark side of co-production: Public value failures in co-production processes. Public Management Review, 18(5), 692-717.
  43. Xie, L., Liu, X., Guo, Y., & Li, D. (2020). From co-destruction to co-creation: the influence of value co-destruction and value recovery on word of mouth in customized tourism Tourism Tribune, 35(2), 13-25.
  44. Yu, C. H., Tsai, C. C., Wang, Y., Lai, K. K., & Tajvidi, M. (2020). Towards building a value co-creation circle in social commerce. Computers in Human Behavior, 108, 105476.
  45. Zarei, A., Feiz, D., & Taheri, G. (2021). Providing Social Market Intelligence Framework based on web 2.0 Using Text-Mining Technique on Social Media Websites (Case Study: Competitive Analysis between Samsung and Emersun Brands), Management Research in Iran, 24(4), 98-125.
  46. Zarei, A., & Taheri, G. (2019). Investigating the customer belonging to the brand community, with reflecting on Customer Brand Value Co-Creation precedents in Online Brand Quarterly Journal of Brand Management, 6 (17), 17-66.
  47. Zarei, A., Taheri, G., & Ghazvini, H. (2022). Conceptualization and validation of brand social capital construct by analyzing the role of social media capital. VINE Journal of Information and Knowledge Management Systems, (ahead-of-print).
  48. Zhang, T., Lu, C., Torres, E., & Chen, P. J. (2018). Engaging customers in value co-creation or co-destruction online. Journal of Services Marketing