Establishing the boundaries of brand co-creation

Catherine da Silveira, Cláudia Simões

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


Despite the extensive use of the concept of co-creation, there is no consensus on the frontiers between co-creation and other forms of stakeholder collaboration and engagement in branding. This chapter addresses this limitation by proposing fundamental conditions to assume brand co-creation. First, we extract preliminary assumptions to posit co-creation in branding from the foundational service-dominant logic, value co-creation logic and service logic. Second, we provide a structured reframing of those assumptions based on the analysis of the key aspects of co-creation in several streams of knowledge. The study culminates in a framework that establishes the boundaries of co-creation in the branding field. The chapter's main contribution is to bring clarity into the theorical and practical scope of co-creation in branding and to address the question: To what extent can a brand be considered co-created?
Original languageEnglish
Title of host publicationResearch handbook on brand co-creation
EditorsStefan Markovic, Richard Gyrd-Jones, Sylvia von Wallpach, Adam Lindgreen
PublisherEdward Elgar Publishing
ISBN (Electronic)9781839105425
ISBN (Print)9781839105418
Publication statusPublished - 11 Mar 2022


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