Value co-creation in branding: A systematic review from a tourism perspective

Authors

  • Hong Long Pham Faculty of Tourism Studies, University of Social Sciences and Humanities, Vietnam National University, Hanoi, Vietnam. E-mail: longph@vnu.edu.vn
  • Huong Trang Pham Faculty of Economics and Management, International School, Vietnam National University, Hanoi, Vietnam. E- mail: trangph@vnu.edu.vn
  • Tam Thanh Nguyen Faculty of Business, FPT University. E-mail: tamnt17@fe.edu.vn

DOI:

https://doi.org/10.54055/ejtr.v32i.2597

Keywords:

Value co-creation, brand value co-creation, branding, service-dominant logics, tourism destination branding

Abstract

Although the concept of value co-creation has been predominant in the marketing discipline, there remains surprisingly little research on value co-creation in branding. This paper aims to provide a systematic literature review to demonstrate how the value co-creation literature for branding and tourism destinations has evolved. A three-phase methodology was adopted to critically analyse 74 articles from 2010 to 2022 to collect ideas and develop a more comprehensive understanding. Five main research areas with several research gaps were identified and categorised as: (a) conceptual research on value co-creation in branding; (b) Technology enables value co-creation in branding; (c) Value co-creation in branding from Enterprises’ perspectives; (d) Customer engagement in brand value co-creation; and (e) Value co-creation in tourism destination branding. Apart from providing valuable insights into value co-creation, the findings also aid marketers in establishing more effective collaboration across a variety of stakeholders and their brands, notably in the tourism industry, thereby adding to the existing literature in the marketing discipline.

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Published

2022-08-05

How to Cite

Pham , H. L. ., Pham, T., & Nguyen , T. T. . (2022). Value co-creation in branding: A systematic review from a tourism perspective. European Journal of Tourism Research, 32, 3203. https://doi.org/10.54055/ejtr.v32i.2597