Brand Value Co-Creation, and Brand Value Co-Evaluation: A Case Study from the Albanian Textile Industry

Abstract

The hypercompetitive world and the rise of social media are the main elements that characterize today`s markets. Such a context urged the implementation of innovative thinking and solutions as the emerging problems and cases were not addressed properly with mindset and tools of an old context. In this perspective, we experienced the rise of a new mindset in many fields, and especially in the field of business and particularly in marketing. Service Dominant Logic to many scholars is a new innovative paradigm, or an emerging though in marketing. To this study Service Dominant Logic is the theory in which it is grounded a new perspective of brand management. This study brings together the pieces of one of the main parts of marketing, branding, by offering a mindset that is in accordance with the new thought in marketing, Service Dominant Logic. This study revealed the importance of many actors that interact with each other to create the brand, and to evaluate brand value. Therefore, brand value is both cocreated and co-evaluated among the actors that operate in a given context, market or ecosystem. The originality of this study stands as it offers the literature a view how brand value is cocreated and how it is co-evaluated. The case study revealed the main elements that actors use to co-create brand value, and the main elements that actors use to co-evaluate brand value.