Employee-Driven Brand Value Co-Creation: A Systematic Review and Prospective Research Framework

Co-creating value is a widely used approach to marketing. Co-creating value in branding has received surprisingly little attention from academics. This study systematically reviewed the literature to show how our understanding of value co-creation for brand perception and brand performance has grown over time. The papers published between 2010 and 2022 were subjected to a three-stage critical examination to facilitate the collection of data and the attainment of an in-depth understanding. Several research gaps were identified and grouped into the following five main research areas: (a) conceptual research on service dominant logic; (b) Brand value co-creation, brand perception, and brand performance relationship; (c) Brand Value co-creation and business; (d) stakeholder engagement in brand value co-creation; (e) Brand Value co-creation in the service industry; and (f) Brand value co-creation through service climate. The results not only give marketers useful insight into value co-creation, but they also help them interact more successfully with different stakeholders and their brands, which is especially important in the insurance industry. This adds to the growing body of marketing research.