Presenting a co-creation model of brand value with customers in the dairy industry with a future research approach

Subject Areas : Human Capital Empowerment

hossein shakibi ¹ , Seyyed Mahmoud shabgou Monsef ² , Ali GHolipour soleimani ³

1 - Department of Management, Rasht Branch, Islamic Azad University, Rasht, Iran
2 - Assistant Professor of Management, Rasht Branch, Islamic Azad University, Rasht, Iran.
3 - Department of Business Administration, Rasht Branch, Islamic Azad University, Rasht. Iran

Received: 2022-12-28 Accepted : 2023-05-22 Published : 2023-11-22

Keywords: customers, Dairy Industry, Co-creation of brand value,

Abstract :

This study was conducted with the aim of designing a co-creation model of brand value with customers in the dairy industry. The research method of the current study is mixed and it is done with two types of qualitative and quantitative approaches. In the first and qualitative part of the research, in order to collect data, interview questions were developed and in-depth and semi-structured interviews were conducted with 11 experts active in marketing and dairy industry. Then, using the qualitative analysis of grand theory, some concepts of extracting and coding indicators were done. The main themes resulting from the results of qualitative analysis are: strategic value co-creation, organizational value co-creation, value co-creation with employees, customer value co-creation, brand value co-creation strategy, brand competitiveness and organizational knowledge management. Then in the second and quantitative part of the research, validation and The screening of the indicators obtained in the qualitative analysis was done using the fuzzy Delphi technique. In the third part of the research, it was attempted to present the co-creation model of brand value with the customer in the dairy industry by applying the interpretive structural modeling method. Accordingly, "brand competitiveness" is the first or dependent variable. The variable "Co-creation of customer value" is the second level and "Co-creation of brand strategic value" and "Co-creation of value with employees" are the third level. The variable "co-creation of brand organizational value" is at the fourth level and the variable "organizational knowledge management" is at the fifth level. Finally,

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