Identification of the Factors Affecting Brand Value Co-Creation with Customers in Iranian Dairy Industry

Value co-creation with customers is of great significance in firm branding. The study presented a model of brand value co-creation in the dairy industry. The study was based on empiricism philosophy that was carried out using the deductive-inductive approach. The study was fundamental concerning the purpose that was conducted using a mixed-method. The population was marketing professors and managers with work experience in the dairy industry. The sampling method was non-probability and purposive. Data collection tools were interviews and questionnaires. Grounded theory was used the analysis of specialized interviews. The identified indices were validated using the fuzzy Delphi method. Finally, the final model of the study was presented. Data analysis in the qualitative phase was done in MaxQDA software and in the quantitative phase in MATLAB software. By analyzing the interviews with experts, a set of applied indices of brand value co-creation were identified to reach the study goals. The results indicated that the brand value co-creation strategy is the basic element of the research model directly affecting the organizational value co-creation. Moreover, this organizational knowledge management strategy affects strategic value co-creation and value co-creation with employees. Finally, value co-creation with customers increases the brand's competitive capability. Company, customers and the ecosystem goals in the dairy industry can be reached through brand value co-creation with customers.