La co-creazione del valore della marca nella prospettiva degli stakeholder

This study aims to investigate the brand value creation process in the light of stakeholder theory and the “service-dominant logic” paradigm. Traditionally, this process has been based on two visions: i) a customer-centric view, according to which the brand value derives from consumers’ perception of the products and services; ii) an enterprise-centric view, according to which the brand value creation process is governed by the company’s marketing managers. The specific purpose of this paper is to provide a conceptual systematization of the evolution of brand value creation process by identifying three new pillars that arise from the convergence of the stakeholder theory and the service-dominant logic, by virtue of which the brand value: i) is detached from products and services; ii) no longer takes place in the dyadic company-consumer relationship but in a broader company-stakeholder relationship; iii) is formed through co-creation social processes.