A model for value co-creation in business-to-business marketing

In parallel with the emergence of the logic of service dominance, the marketing paradigm has changed and a new approach to customer engagement in value creation has emerged, called "value co-creation." Due to the nature of purchasing in B2B markets focusing on relational interactions rather than price competition, customers are more loyal to the brand and have higher satisfaction, which leads to improved brand and firm performance. Given the importance and place of value co-creation in the business-to-business marketing, the purpose of this paper is to examine the factors affecting brand performance by emphasizing on value co-creation. In this regard, the research has been done with a mixed approach. In the qualitative section, a conceptual model has been designed with the opinion of 15 experts in the field of marketing through an open questionnaire. In the quantitative step, through a statistical sample of 343 employees and top managers of companies, the designed model with the OLS approach has been tested. The results show that the value co-creation along with brand orientation is an important mechanism that can led to the better performance and success of the brand. Also, examining the co-creation of value as a mediating variable, the results show that brand orientation not only improves brand performance through its effect on value proliferation, but these two variables as two separate variables affect brand performance.