The Importance of Co-creation for Building Service Brand Equity

Stefan Markovic, Oriol Iglesias, Mehdi Bagherzadeh

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


Research has shown that engaging in co-creation can enable brands to attain higher levels of brand trust, brand affect, and brand loyalty. However, research on the influence of co-creation on service brand equity remains limited. This is unexpected, because several scholars have argued that innovation initiatives (e.g., co-creation) should be oriented toward enhancing brand equity. Therefore, this article empirically investigates the effect of co-creation on service brand equity, taking into account relevant mediators and moderators. The data were collected via an online survey, and analyzed using structural equation modelling. The findings show that the effect of co-creation on service brand equity is partially mediated by recognition benefits, and that the attractiveness of alternative brands positively moderates the influence of co-creation on recognition benefits.
Original languageEnglish
Title of host publicationProceedings of the European Marketing Academy (EMAC) Conference 2021 : Marketing for Growth
EditorsAbel Monfort
Number of pages1
Place of PublicationBrussels
PublisherEuropean Marketing Academy. EMAC
Publication date2021
Article number94257
Publication statusPublished - 2021
EventThe 50th EMAC Annual Conference 2021 - ESIC Business & Marketing School, Madrid, Spain
Duration: 25 May 202128 May 2021
Conference number: 50


ConferenceThe 50th EMAC Annual Conference 2021
LocationESIC Business & Marketing School
Internet address


  • Co-creation
  • Alternative brand attractiveness
  • Service brands

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