HOW CONSUMER RELEVANCE CREATES BRAND VALUE

Brand value has recently been shown to be a specific instance of value co-creation in which consumers contribute to the brand through their consumption experience and social interactions. We offer a model of brand value co-creation based on an epidemiological theory of cultural transmission that explains how consumers contribute to brand value. We identify two important drivers of brand value, relevance and the causality of cognitive and social processes. The model enables us to propose specific managerial implications and opens up opportunities for future work on brand value and value co-creation.