The role of social capital in brand co-creation of family businesses

Despite the wide spread of the concept of social capital, not much research has been done on its applications in the field of marketing. Therefore, the current research was conducted with the aim of designing a value co-creation model in family branding and the mediating role of social capital. In this regard, a survey field study was conducted by distributing a questionnaire in a sample consisting of 384 customers of leather brands related to family companies in Iran. The questionnaire used included 6 dimensions and 21 items, which were distributed among the members of the statistical sample after ensuring reliability and validity. Partial least squares technique and SmartPLS software were used for data analysis. Based on the results obtained, it was found that social capital has a positive and significant effect on participation (involvement) and the quality of customer-brand relationship; Customer participation and the quality of the customer-brand relationship have a positive and significant effect on receiving feedback; Customer participation and the quality of the customer-brand relationship have a positive and significant effect on recommended advertising; Receiving feedback and recommended advertisements has a positive and significant effect on the co-creation of brand value. The results of the goodness of fit showed that the model proposed in this research has good validity and good fit.