Co-creation in B2B Branding: A Systematic Literature Review

Yuqian Qiu, Oriol Iglesias, Stefan Markovic, Cristina Sancha

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review


While co-creation and brand management are salient in B2B contexts, studies in this area are often loosely connected with fragmented themes. Previous literature has not yet provided an overarching model to explain the phenomenon. Hence, to provide an encompassing perspective on co-creation in B2B branding, we selected 25 articles from 12 academic journals for a systematic literature review. Specifically, the review focuses on three research objectives: key drivers of co-creation; characteristics of a co-creation process; and key outcomes of co-creation. This paper adopts a processual perspective to present a conceptual model on co-creation. Accordingly, we propose that co-creation in B2B branding refers to a dynamic, contentious, and elucidative loop-process of interactions and negotiations between a brand and its stakeholders that influences all the actors involved. We also identify future research avenues and encourage future studies to strengthen this field.
Original languageEnglish
Title of host publicationProceedings of the European Marketing Academy : EMAC 2022 Annual Conference
Number of pages1
Place of PublicationBrussels
PublisherEuropean Marketing Academy. EMAC
Publication date2022
Article number107549
Publication statusPublished - 2022
EventThe 51st EMAC Annual Conference 2022 - Corvinus University of Budapest, Budapest, Hungary
Duration: 25 May 202227 May 2022
Conference number: 51


ConferenceThe 51st EMAC Annual Conference 2022
LocationCorvinus University of Budapest
Internet address
SeriesProceedings of the European Marketing Academy


  • Co-creation
  • B2B
  • Review

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